The Impact of Green Marketing Mix on Consumer Repurchase Intentions: Mediating Role of Environmental Consciousness in India

This study investigates the impact of the green marketing mix on consumer repurchase intentions among Indian consumers, with a focus on the moderating role of Environmental consciousness.The study aims to enhance the understanding of how green marketing elements: green product, green price, green place, and green promotion, affect consumers repurchase intentions.Drawing insights from marketing mix theory, this study explores the interplay between green marketing strategies and consumer behavior.In this study, a quantitative research methodology was adopted, employing a structured survey to collect data from 350 consumers.A purposive sampling technique was used to ensure that participants had adequate awareness and experience with green products.The data were analyzed using SPSS software through multiple regression analysis and interaction effect tests to examine relationships and moderating effects among variables.The results reveal that green product, green price, green place, and green promotion all have a statistically significant and positive impact on consumers repurchase intentions in India.This indicates that all elements of the green marketing mix contribute effectively to fostering consumer loyalty in India.Environmental consciousness significantly moderates the relationships between green product, green price, green place, and green promotion with repurchase intention.These finding highlights that consumers with heightened environmental awareness are more responsive to green marketing strategies, enhancing the impact of all four elements on repurchase behavior.This study contributes to the existing literature on green marketing by providing empirical evidence on the moderating role of environmental consciousness in optimizing the effectiveness of green marketing strategies.It underscores the importance of integrating environmental consciousness into marketing practices to amplify the influence of the green marketing mix on consumer behavior.These findings offer actionable insights for marketers in Indian industries seeking to enhance consumer repurchase intentions through comprehensive and targeted green marketing efforts.