Published on: January 2026
INFLUENCE OF GREEN MARKETING STRATEGIES ON CONSUMER PURCHASE INTENTION: AN EMPIRICAL STUDY
Shreya M. Chavan Vivek A. Patil Neha R. Joshi
Dr. Nitin R. Kulkarni
Sterling School of Management
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Abstract
In recent years, sustainability and eco-conscious behavior have emerged as central themes in both academic research and corporate strategy. Green marketing, defined as the promotion of products based on their environmental benefits, has gained prominence as firms seek to address consumer concerns about environmental degradation and climate change. With this backdrop, the present study investigates the influence of green marketing strategies on consumer purchase intention. The research examines key green marketing components—eco-labeling, sustainable packaging, corporate environmental communication, and green advertising—and their impact on consumer psychological and behavioral intentions toward purchasing green products.
Using a quantitative research design, data were collected from 500 consumers across urban metropolitan regions through structured questionnaires. Statistical data analysis techniques including descriptive statistics, reliability analysis, confirmatory factor analysis (CFA), and multiple regression analysis were employed to establish relationships between green marketing strategies and consumer purchase intention. The results indicate that all four dimensions of green marketing considered in this research positively and significantly influence consumer purchase intention, with corporate environmental communication showing the strongest effect.
The study contributes to the growing body of literature on sustainable consumption by empirically demonstrating that effective green marketing strategies can enhance consumer purchase intentions. Practically, the findings provide insights for marketers and policymakers seeking to promote eco-friendly products in competitive markets. The study also identifies barriers to green purchasing such as perceived higher cost, limited product availability, and skepticism about green claims. Recommendations for future research and managerial implications are discussed. Ultimately, the empirical evidence underscores that implementing robust green marketing strategies can be a strategic lever for enhancing sustainable consumer behavior.
Keywords: Green marketing, consumer purchase intention, sustainable consumption, eco-labeling, green advertising, environmental communication.
How to Cite this Paper
Chavan, S. M., Patil, V. A. & Joshi, N. R. (2026). Influence of Green Marketing Strategies on Consumer Purchase Intention: An Empirical Study. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(01), 1-9. https://doi.org/10.55041/ijcope.v2i1.003
Chavan, Shreya, et al.. "Influence of Green Marketing Strategies on Consumer Purchase Intention: An Empirical Study." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 01, 2026, pp. 1-9. doi:https://doi.org/10.55041/ijcope.v2i1.003.
Chavan, Shreya,Vivek Patil, and Neha Joshi. "Influence of Green Marketing Strategies on Consumer Purchase Intention: An Empirical Study." International Journal of Creative and Open Research in Engineering and Management 02, no. 01 (2026): 1-9. https://doi.org/https://doi.org/10.55041/ijcope.v2i1.003.
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