Publication Date: 2022/11/06
Abstract: This study aimsto investigate the influence of green marketing strategies on the green buying intentions of Bangladeshi green consumers. A convenience sample of 277 consumers was used. The study employed structural equation modeling to scrutinize the impact of green marketing strategies. The results indicate that all the green variables (value, packaging, labeling, price place, and promotion) significantly impact green buying intentions.The green promotion has the highest impact and the green place has the lowest impact on the green buying intentions of consumers. Marketers and experts may take necessary steps for the betterment of business marketing as well as for a sustainable environment and livelihood.
Keywords: green strategy, green buying intention; green consumer behavior; green marketing, Bangladesh.
DOI: https://doi.org/10.5281/zenodo.7295607
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT22OCT802_(1).pdf
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