Green Marketing Effect on Consumer’s Purchasing Behavior/intention and Brand Equity

Abstract

This study explores how awareness regarding green products, various green products, and a companys green image influence customers purchase intention. Among these elements, variety in green products and the companys green image create a significant difference in customers purchase intention and how customers decisions are affected by premium prices on these green products. The quantitative research methodology is used. Primary data is collected from Islamabad and Rawalpindi. Cross-sectional data is collected from 232 customers. The unit of analysis is individuals. The sample is collected based on the judgment sampling technique. As a result, customers are willing to pay a premium price on green products. A total of 232 responses were collected in a questionnaire survey based on judgment sampling. Out of 232, 61.6% are male respondents, and 37.9% are female respondents. This result provides practical implications for organizations and marketing executives. For the practical implication, companies need to focus on their promotional campaigns regarding their overall brand image, and they need to produce different products in their existing product lines. They can also introduce new categories of green product lines.