Impact of Green Marketing Mix on Consumers’ Purchase Intention with the Mediating Effect of Corporate Image (With Reference to Food and Beverage Market)
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Date
2021
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Uva Wellassa University of Sri Lanka
Abstract
With the degradation of earth increases organizations identified an opportunity to turn their
businesses in to green. The organizations realized that their long term existence depend on
coordination between environment and benefits of consumer and society. As a social responsibility
most manufacturers concern on green marketing mix including green product, price, place and
promotion. Therefore it leads to create a positive corporate image and thereby it directs consumers to
make purchase decisions. The lack of research attention has been given on the impact of green
marketing mix on purchase intention with the mediating effect of corporate image. Hence, the current
research addresses the knowledge and empirical gap. The main objective of the study is to investigate
the mediating effect of corporate image in the relationship between green marketing mix and
purchase intention. The data were collected from a sample of 384 millenials in Sri Lanka based on
stratified and convenience sampling techniques. The collected data was analyzed using descriptive
statistics, correlation analysis, regression analysis. Further to test the mediating impact, the researcher
used the Baron and Kenny model and Sobel test. According to the findings of the regression analysis,
the researcher drew a conclusion that there is a significant impact of green marketing mix on
purchase intention. Meantime the results of the Barron and Kenny analysis and sobel test led to reveal
that the relationship between green marketing mix and purchase intention is mediated by corporate
image.Finally the researcher could be able to meet the expected objectives of the study and further
the researcher recommends marketers to promote the green concept and improve the consumer
awareness through marketing campaigns and other awareness programs.
Keywords: Green marketing mix; Green product; Green price; Green place; Green promotion;
Corporate image; Purchase intention
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Keywords
Business Management, Marketing, Green Marketing, Food and Beverage