From awareness to action: Linking sensory marketing with green purchase intentions

The present study explores the impact of sensory marketing on consumers’ green purchase intentions, emphasizing how multisensory experiences influence sustainable buying behaviour. Despite growing awareness of environmental issues, a significant gap persists between consumers’ positive attitudes and their actual green purchasing behaviour. This research addresses that gap by empirically examining how sensory cues-sight, sound, smell, touch, and taste-affect consumers’ intentions to purchase eco-friendly products, particularly in the organic cosmetics sector. The study adopts a causal research design and uses both primary and secondary data. Primary data were collected from 400 respondents through a structured questionnaire containing ten statements, employing a purposive sampling technique. Reliability analysis yielded a Cronbach’s alpha of 0.789, indicating satisfactory internal consistency. Correlation analysis revealed a strong positive relationship (r = 0.537, p< 0.01) between sensory marketing and green purchase intention. Regression analysis confirmed that sensory marketing significantly influences green purchase intention, explaining 19.3 percent of the variance (R² = 0.193). The regression coefficient (β = 0.625) further indicates that a one-unit increase in sensory marketing leads to a corresponding 0.625-unit rise in green purchase intention. The findings demonstrate that sensory marketing substantially enhances consumers’ confidence, emotional attachment, and willingness to buy green products. The study concludes that integrating sensory cues into green marketing strategies can effectively promote sustainable consumer behaviour. Future research may include longitudinal and gender-comparative approaches to strengthen the understanding of evolving green consumption patterns.