Do Green Marketing Strategies Influence Green Buying Intentions Evidence From Developing Economy
Do Green Marketing Strategies Influence Green Buying Intentions Evidence From Developing Economy
Do Green Marketing Strategies Influence Green Buying Intentions Evidence From Developing Economy
ISSN No:-2456-2165
Abstract:- This study aimsto investigate the influence of green design, production, integrated marketing
green marketing strategies on the green buying communication, etc. (Saleem et al., 2021).
intentions of Bangladeshi green consumers. A
convenience sample of 277 consumers was used. The For a few years, the environment has been facing
study employed structural equation modeling to several challenges, such as global warming, air pollution,
scrutinize the impact of green marketing strategies. The water pollution, climate change, etc., which have led
results indicate that all the green variables (value, consumers to be more aware of the consequences of these
packaging, labeling, price place, and promotion) challenges (Govender and Govender, 2016). These
significantly impact green buying intentions.The green challenges have prioritized the business atmosphere and
promotion has the highest impact and the green place public thinking (Govender and Govender, 2016). Once,
has the lowest impact on the green buying intentions of quality of life, sustainability, society's well-being, the
consumers. Marketers and experts may take necessary cohesion of society, and transmission of values were just in
steps for the betterment of business marketing as well as morality, but nowadays, these are the norms in business
for a sustainable environment and livelihood. ethics for the sake of the society, environment, and
organization (Murin et al., 2015; Islam et al., 2021). By
Keywords:- green strategy, green buying intention; green applying green marketing, marketers can bring betterment
consumer behavior; green marketing, Bangladesh. for our planet and inspire the public who are conscious of
the consequence of the challenges the environment is facing
I. INTRODUCTION today. Again, by giving importance to sustainable green
products,companies can decrease damageto our
An environment surrounds us, and this environment is environment. That's why green marketing is also called eco-
being negatively affected by human activities (Vani, 2022). marketing or environmental marketing (Machova et al.,
Every government worldwide is trying to reduce its 2022). Green marketing makes the marketer capable of
influence on the environment (Vani,2022). Nowadays, occupying a distinctive position in the consumers' mindset,
people are more concerned with the environment than increasing the number of loyal customers. As a result, the
before (Vani, 2022). Due to the new concern of society, marketer gets a higher competitive advantage in the
marketers have started to modify their business activities marketplace. Marketers who adopt green marketing
and integrate environmental aspects into business activities strategies can minimize the negative impact of
(Vani, 2022). Green issues have been incorporated manufacturing on the environment. They can manufacture
intovarious literature by academic disciplines, for example, recyclable products, decrease the consumption of energy,
marketing(Kaur et al., 2022; Vani,2022), human resource decrease the utilization of natural resources, increase
management (Chowdhury et al., 2019; credibility, accomplish innovation,confirmlongitudinal
Tanova&Bayighomog, 2022), education (Zhong et al., growth and earn higher revenue.
2022). "Green Marketing" is included in the syllabus, and
along with marketing, students study green marketing There are severalpieces of research where the
(Vani,2022). Green marketing develops and sells goods and researchers have narrated the influence of green marketing
services which are environmentally friendly. Green strategies on purchasing intention and consumer behavior in
marketing incorporates marketing strategies in a way that several nations (Hossain and Rahman, 2018; Kaur et al.,
considers society's long-term interests and is connected to 2022; Mehraj& Qureshi, 2020).Since Bangladesh is the
the companies, consumers, and environment (Karnai et al., eighth most populated country in the world, more research is
2021). Green marketing considers sustainable designs, tools needed on green marketing issues to protect the country's
and environmentally friendly strategies to fulfil consumers' ecology from ecological hazards (Hossain and Rahman,
needs (Chowdhury & Roy, 2015; Mohammed, 2021; 2018; Kaur et al., 2022). There is inadequatework on the
Machovaet al., 2022). Marketing should not be defined as effect of green marketing strategies adopted by marketers to
only sales and advertisements; a wide range of activities are satisfy green consumers in Bangladesh(Hossain and
included in it, for example, product ideation, distribution, Rahman, 2018). Previous studies especially measure the
packaging, transportation, promotion, pricing, etc. (Saleem impact of a green marketing mix on green consumer buying
et al., 2021). Green marketing includes a wide range of intentions (Hossain and Rahman, 2018; Kaur et al., 2022;
environment-oriented marketing activities, for example, Roy et al., 2021). The marketing mix variables were the
Green value
Green Packaging
Green Labeling
Green
Buying
Green Price Intention
Green Place
Green Promotion
IV. RESULTS values varied from 0.743 to 0.877, which was greater than
the 0.70 indicated by Nunnally and Bernstein (1994). The
A. Assessment of the measurement model CR values of all latent constructs varied from 0.837 to
To assess the measurement model, researchers check the 0.924, which was much higher than the tolerable limit of
factor loadings (λ), Cronbach's alpha (α), composite 0.70 (Hair et al., 2020). Furthermore, the AVE values were
reliability (CR), average variance extracted (AVE), and greater than the cutoff value of 0.50 (Hair et al., 2010) for
discriminant validity (Hair et al., 2020; Roy, 2022). The all the constructs. Based on these fit indicators, it was
result found that the λ values for all variables were ensured that the model had appropriate convergent validity.
substantial and greater than the indicated threshold value of
0.70 (Hair et al., 2020). See table 2 and figure 2.
Furthermore, the findings of construct consistency using α
Again, to measure the discriminant validity of the the AVE values. The study results meet these conditions.
model, Fornell&Larcker's (1981) criteria and Heterotrait- Again, the HTMT ratio value needs to be less than the
Monotrait ratio (HTMT) were employed. According threshold of 0.85 (Kline, 2015). The outcomes of the work
toFornell and Larcker's criteria, the inter-correlation affirm the criteria. So, the discriminant validity has no
between the construct must be less than the square root of issues. See Table 3.
B. Structural equation model (SEM) buying intention. The results support the hypothesis (β
The study then proceeds by examining the structural =0.163, t-value = 2.846, p-value <0.01).The outcome is
model's path coefficients, illustrated in table 4 and figure 03. analogous to the previous work (Rex and Baumann, 2007).
As for hypothesis, H1, the green value has a significant Again, as stated by H4, the green price significantly impacts
impact on green buying intention(β =0.187, t-value = 2.841, green buying intention. Hypothesis H4 is supported by the
p-value <0.01). The hypothesis was supported, which study results (β =0.173, t-value = 2.493, p-value <0.05) and
confirms that the green value significantly positively is also similar to the work of Widayanti(2020). Similarly,
impactsgreen buying intention. The study outcomes were green place significantly predicts green buying intention (β
supported by earlier research (Chang & Chen, 2008; Dhewi =0.118, t-value = 2.467, p-value <0.05) and supports the
et al., 2018). The result found that green packaging is a hypothesis H5. The result is identical toKaur et al.'s
substantial predictor of green buying intention because β result(2022). Finally, green promotion is also an important
=0.165, t-value = 2.904, and p-value <0.01. So, hypothesis predictor of green buying intention. The study results
H2 was supported, and the result is consistent with supported the preposition H6(β=0.190, t-value = 3.154, p-
Jerda&Sahayaselvi's (2018) research work.According to value <0.01) and consistent with the earlier research work
hypothesis H3, green labeling significantly impacts green (Ahern, 2013; Agus&Rasmen, 2019).
It is also emphasized that green places/channels had VII. CONCLUSIONS, LIMITATIONS, AND FUTURE
the lowest, and green promotion had the greatest influence RESEARCH
on green purchasing intention. This states that Bangladeshi
customers are encouraged by the green marketing offerings There is an increased demand for green products from
of the seller and convert their green purchasing intention the emergence of environmental protection, safety and
into actual purchasing. It is also highlighted that the green health of families. More experiments are needed to justify
consumers' trust in the offerings of the green seller is more the theoretical components that reveal the deepness of the
important than the perception of the green product as the categorical greenness of customers' purchasing intentions.
solution to environmental hazards. On the other hand, Environmental attitude is a concept which is growing
previous research proved that green product is the most rapidly with consumer buying intention habits in
significant factor influencing on green purchasing intention Bangladesh. On the contrary, the upcoming scope of the
of Bangladeshi customers (Hossain & Rahman, 2018). In research related to the 4Ps of marketing can require more
contrast, green products have less significance on the and various measures, e. g.,the 7Ps (product, price, place,
purchasing intention of Indian customers (Kaur et al., 2022). promotion, packaging, positioning and people) of the green
marketing strategies in Bangladesh. In the case of
VI. THEORETICAL AND PRACTICAL IMPLICATION maintaining a greener and cleaner environment, buyers are
not reluctant to pay more for green promotions. So, green
By this exploratory research, the green marketing mix advertising play's vital role in agricultural countries like
strategies have been affirmed as the significant predictors of India for buying intentions. The organizations that are
green purchasing decisions of the consumers of Bangladesh, improving with creative objects, resources and newness,
which will vitally contribute to the literature. Hence, saving the ecology and describing the task assimilate the
policymakers and marketers should design marketing tools conclusions will get the maximum benefits in future.
and tactics to incorporate the customer's positive ecological
attitude into purchasing intention for green goods or This study cannot overcome four limitations: Firstly, a
services. To convert the buying decision of the green cross-sectional design has been used, determining the
consumer into the green buying decision, a marketer should practical value of the findings for the producers and
dominate the environmental emotions of the consumer. marketers. Secondly, this exploratory analysis does not
Ecology-sensitive customers are mainly involved in the generalize Western and developed nations since this study
move. In addition, emerging countries' consumers like has been conducted in an economy that assimilates unique
Bangladesh are likely to be nature-oriented; hence, this cultural characteristics completely different from developed
nature orientation can be considered the floor by marketers nations. Thirdly, random sampling may be used since the
to plan their future movements strategically. present study only uses a convenience sampling technique.
Fourthly, the researchers have shown only direct relation;
The researchers experimented with the effect of green future research may use mediator variables,i. e.
marketing mix elements on the green buying decisions of environmental attitude and green trust. This research is
the people of Bangladesh for personal care products froma limited to the emerging nation in the time frame post-
green perspective. There is a scarcity of literature perceiving pandemic (Bangladesh). This study shows the path for
the deepness of describing consumers' purchasing intentions further research to use this empirical model in other
in developing countries like Bangladesh. This research will emerging countries with diversified geographical locations
contribute to the sense hub of green customers purchasing and different settings. Moreover, if similar studies are
intentions. The adoption of green marketing mixes (green conducted in a longitudinal setting, these can increase the
value, green packaging, green labeling, green price, green pro-environmental measures for sustainable consumption.