The Impact of Green Marketing Mix and Attitude towards the Green Purchase Intention among Generation y Consumers in Bangkok

Munamba, Rico; Nuangjamnong, Chompu

doi:10.2139/ssrn.3968444

Cited by 8 publications

(9 citation statements)

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“…The grid for the questionnaire is in Table 1. Source: (Mahmoud et al, 2017), (Munamba & Nuangjamnong, 2021), (Pushpanathan et al, 2020) To evaluate the study hypothesis, the Structural Equation Model (SEM) method and Partial Least Square (PLS) software are combined. PLS is SEM that bases itself on components or variance.…”

Section: Methodsmentioning

confidence: 99%

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Effect of Green Marketing Mix on Purchase Intention: Moderating Role of Environmental Knowledge

Astuti,

Batubara,

Rosalina

et al. 2024

JAE

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This study investigates the moderating effect of environmental knowledge on the relationship between green marketing mix and purchase intentions. As consumer environmental awareness rises, so does the trend towards green consumption. However, a purchase intention, or willingness to buy green products, must precede actual green purchasing behavior. This research employs a quantitative survey design. Participants are randomly selected from a database of Instagram visitors and followers. A sample of 100 respondents is gathered using incidental sampling methods. Data is collected through a survey link. SEM analysis is used to analyze the data. The green marketing mix significantly impacts purchase intention, with environmental knowledge acting as a moderator. A T-test reveals a significant difference between the original sample's -0.112 and 0.000 significance values of 1.963 and 1.963, respectively. This suggests that the green marketing mix has a stronger influence on purchase intention than environmental knowledge. Keywords: Environmental Knowledge; Green Marketing Mix; Purchase Intention.

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Section: Methodsmentioning

confidence: 99%

“…When making purchases, consumer understanding of organic products is crucial. Green products, as a component of the green marketing mix, are a significant element affecting customer purchase intentions, claims Munamba (Munamba & Nuangjamnong, 2021).…”

Section: Green Productmentioning

confidence: 99%

Effect of Green Marketing Mix on Purchase Intention: Moderating Role of Environmental Knowledge

Astuti,

Batubara,

Rosalina

et al. 2024

JAE

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“…Xu & Nuangjamnong, 2022). Many studies has identified customer's behavior is best to explained by intentions as correspond to action and context (Ajzen & Madden, 1986;Munamba & Nuangjamnong, 2021). It further states that since consumers may make purchases due to constraints instead of an actual preference, the measure of intention is more effective than behavioral measures (Younus et al, 2015).…”

Section: Customer Purchase Intentionmentioning

confidence: 99%

Exploring the Impact of Social Media Marketing, Customer Attitude, and Engagement within the Quality of Review and Review Valence on Customer Purchase Intention in Green Cosmetic Product in Chengdu, China

Nuangjamnong

2022

Int. j. soc. sci. humanit. invent.

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Purpose – The purpose of this research is to explore the impact of social media marketing, customer attitude, and engagement within the quality of review and review valence on customer purchase intention in the green cosmetic product in Chengdu,China. Design/Methodology/Approach – This research is using secondary data analysis and an archival study approach to investigate the factors that impact on customer purchase intention on green cosmetic product in Chengdu, China. The data was gathered from 401 customers with an ordinary demand for cosmetic product and live in Chengdu, China. Moreover, to construct a new conceptual framework, this research adopted tow frameworks from previous research. Findings – This research examined at the factors that influence customer attitude and purchase intention in green cosmetics product. The research's findings revealed that quality of review and review valence have impact on customer attitude. Moreover, customer purchase intention got affect by social media marketing, customer attitude and customer engagement. Research Limitations/Implications – There are a number of limitations to researching the factors that influence customer attitude and purchase intention. This research is based on Chinese who live in Chnegdu, so this study may not be completely applicable to people from different cultural backgrounds in other nations. Originality/value - This research is about the important influencing variables that customer attitude and purchase intention.

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“…This awareness has changed consumer behavior towards using organic and "green" products (Franca & Ueno, 2020). Consumers are increasingly looking for safe and eco-friendly substitutes for risky synthetic products, and this tendency is especially pronounced in the cosmetic business, which is expanding quickly worldwide (Munamba & Nuangjamnong, 2021). Businesses and producers are also becoming more aware of consumer preferences and the negative impacts of synthetic cosmetics, such as petroleum, ethylene, and propylene, which are frequently included in these cosmetics, harming the skin and the environment (Bom et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Shades of green: Exploring the fascinating landscape of consumer behavior towards eco-friendly cosmetics in Pakistan

Shah,

Khalid,

Khan

et al. 2024

J. Infras. Policy. Dev.

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Green cosmetics made from organic ingredients are becoming increasingly popular due to their environmentally friendly nature. However, research on consumer behavior towards green cosmetics is rare, especially in developing countries like Pakistan. Previous studies have primarily focused on female consumers, and little is known about the behavior of male consumers. Therefore, this research aims to investigate the behavior of both male and female consumers towards green cosmetic products and analyze the factors that affect their purchase behavior. This study employs a quantitative approach with deductive reasoning and collects data through a questionnaire from major cities in Pakistan. The study finds that eco-awareness, social influence, price-quality instructions, health consciousness, and the need for uniqueness significantly influence consumer purchase behavior when buying green cosmetics. Interestingly, price sensitivity does not significantly affect consumer purchase behavior as consumers are willing to pay for high-quality green cosmetics. Based on the findings, the study recommends promoting eco-awareness and health consciousness among consumers through educational campaigns and workshops launched by the government and the private sector. Future research can explore factors such as age, gender, and specific generations like millennials and Generation Z, as well as packaging, branding, and product design to promote environmentally friendly and health-conscious products. Additionally, comparative studies between countries can identify universal and region-specific factors, and examining the overall impact of green cosmetic products on the environment can highlight areas for improvement in sustainability.

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The Impact of Green Marketing Mix and Attitude towards the Green Purchase Intention among Generation y Consumers in Bangkok

Cited by 8 publications

References 0 publications

Effect of Green Marketing Mix on Purchase Intention: Moderating Role of Environmental Knowledge

Effect of Green Marketing Mix on Purchase Intention: Moderating Role of Environmental Knowledge

Exploring the Impact of Social Media Marketing, Customer Attitude, and Engagement within the Quality of Review and Review Valence on Customer Purchase Intention in Green Cosmetic Product in Chengdu, China

Shades of green: Exploring the fascinating landscape of consumer behavior towards eco-friendly cosmetics in Pakistan

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