Effect of Green Marketing Mix on Consumers’ Intention to Make Green Purchases : With Special Reference to Bhubaneswar Province of Odisha
Author(s): Dr. Gouri Prava Samal, Mr.Satya Ranjan Dhal, MS.Sagarika Behura
Authors Affiliations:
- Gouri Prava Samal
Assistant Professor, P.G. Department of Commerce
Rama Devi Women’s University Bhubaneswar 751022, Odisha, India
- Satya Ranjan Dhal
Assistant Professor, Department of MBA,
USBM, Biju Patnaik University of Technology, Bhubaneswar 751010, Odisha, India
- Sagarika Behura
Research Scholar, P.G. Department of Commerce,
Utkal University, Bhubaneswar 751022, Odisha, India
DOIs:10.2015/IJIRMF/202507017 | Paper ID: IJIRMF202507017
The study explores how environmental attitudes influence green purchase intentions in Bhubaneswar, Odisha. Using a structured questionnaire and statistical methods like ANOVA and regression analysis on 173 responses, it finds a significant correlation between the green marketing mix and green purchase intentions, though demographic factors show no impact. Mediating analysis reveals that environmental attitudes mediate the relationship between the green marketing mix and purchase intentions. Green place and green promotion significantly impact intentions through these attitudes. The findings aid businesses in refining green marketing strategies and provide insights for further research into consumer perceptions of green products.
Dr. Gouri Prava Samal, Mr.Satya Ranjan Dhal, MS.Sagarika Behura (2025); Effect of Green Marketing Mix on Consumers’ Intention to Make Green Purchases : With Special Reference to Bhubaneswar Province of Odisha, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-7, Pp.104-113. Available on – https://www.ijirmf.com/
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