Exploring Green Marketing Mix and Purchase Intentions in Diary Product: Mediating Role of Green Innovation

Authors

  • Dr. Shiraz Khan Associate Professor, Department of Management Sciences CECOS University of IT and Emerging Sciences, Peshawar
  • Dr. Farooq Shah Assistant Professor, Department of Management Sciences, CECOS University of IT and Emerging Sciences, Peshawar
  • Dr. Fazli Haq Assistant Director, Khyber Medical University, Peshawar.
  • Muhammad Waqas Nazir School of economics and management, Xidian University, Xi'an 710064, China.
  • Sudhair Abbas Bangash Faculty of management sciences, Department of Business Administration, Sarhad University of Science and Information Technology, Peshawar, Pakistan.

Abstract

This research investigates green marketing influence on green purchase intentions in a diary product. As green innovation rises globally, the dairy sector faces both challenges and opportunities in adopting sustainable practices. By employing structural equation modeling, data from dairy products consumers were rigorously analyzed and also examine impact of control variables. The study's findings show that green marketing mix strategies significantly impact consumers' purchase intentions. Also, green innovation partial mediation found in marketing mix and consumers purchasing intentions. These insights enable marketers to identify their core strengths and strategically direct their future initiatives.

Keywords: Green Marketing; Diary Product, Green Buying Intention; Green Innovation.

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Published

2024-11-15

How to Cite

Dr. Shiraz Khan, Dr. Farooq Shah, Dr. Fazli Haq, Muhammad Waqas Nazir, & Sudhair Abbas Bangash. (2024). Exploring Green Marketing Mix and Purchase Intentions in Diary Product: Mediating Role of Green Innovation . Policy Journal of Social Science Review, 2(4), 610–626. Retrieved from https://journalofsocialsciencereview.com/index.php/PJSSR/article/view/50

Issue

Vol. 2 No. 4 (2024): Policy Journal of Social Science Review (Fall-2024)

Section

Articles