Impact of Green Marketing Mix on Consumers’ Purchase Behaviour: A Study in the Jalandhar Region of Punjab

The study determines the impact of green marketing mix on consumers’ purchase behaviour by elucidating consumers’ purchase intentions and their related purchase behaviour in the Jalandhar region of Punjab. A survey was conducted to gather and elicit responses, wherein one hundred and fifty respondents participated and responded to a structured questionnaire. The findings conclude that marketing mix and its variants (i.e. green product, green promotion, green price and green product availability) posses a significant influence on consumers’ purchase intensions and related purchase behaviour. Further the results indicates that nearly all of the consumers’ are aware about green marketing mix & related green marketing practices; and exhibit pro-green life styles for adoption of sustainable living across the globe.