Impact of green marketing on consumer purchase intention : A study of Amazon's Customers
Ayoub, Muhammad Haseeb (2022)
Ayoub, Muhammad Haseeb
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe202402137039
https://urn.fi/URN:NBN:fi-fe202402137039
Tiivistelmä
This research work aimed to investigate the impact created by green marketing on the purchase intention of consumers. To carry out the study, the ecommerce industry was selected by focusing on Amazon. Amazon is one of the largest online retailers originating from the USA, but operating worldwide through Amazon Seller Central in 13 countries. The concept of green marketing revolves around the environmentally sustainable practices of the organization. From diversified aspects of green marketing, environmental awareness, green advertising appeal, and green packaging are selected for determining their impact on the consumer purchase intention.
The critical analysis of the literature review has provided evidence, which reveals that the concept of green marketing has been under debate for decades. The importance of its implementation has gained great popularity over the years due to the increased concerns at the international level toward green practices and environmental protection. Three important dimensions have been extracted in relation to green marketing, which include a willingness to purchase green, perceived green benefits, and environmental concerns.
To carry out the explanatory research design was selected for developing the methodology of the study. Followed by it, quantitative method was considered for the nature of the data. Furthermore, a survey structured questionnaire was developed by adopting the research items from the previous studies to conduct the study. To carry out the analysis, Microsoft Excel was selected for determining the nature of the relationship prevailing between the research variables by using the frequency distribution analysis.
The findings of the study have provided significant evidence regarding the impact of different dimensions of green marketing on consumer purchase intention. It is observed that the responses show that the respondents are aware of the environmental concerns and how things related to them are important and can impact their purchase intention. Based on the findings, a conclusion was drawn along with providing a summary of the study. Along with it, the most important is the implications of the findings and recommendations for the conduction of future research.
The critical analysis of the literature review has provided evidence, which reveals that the concept of green marketing has been under debate for decades. The importance of its implementation has gained great popularity over the years due to the increased concerns at the international level toward green practices and environmental protection. Three important dimensions have been extracted in relation to green marketing, which include a willingness to purchase green, perceived green benefits, and environmental concerns.
To carry out the explanatory research design was selected for developing the methodology of the study. Followed by it, quantitative method was considered for the nature of the data. Furthermore, a survey structured questionnaire was developed by adopting the research items from the previous studies to conduct the study. To carry out the analysis, Microsoft Excel was selected for determining the nature of the relationship prevailing between the research variables by using the frequency distribution analysis.
The findings of the study have provided significant evidence regarding the impact of different dimensions of green marketing on consumer purchase intention. It is observed that the responses show that the respondents are aware of the environmental concerns and how things related to them are important and can impact their purchase intention. Based on the findings, a conclusion was drawn along with providing a summary of the study. Along with it, the most important is the implications of the findings and recommendations for the conduction of future research.