Green Marketing Mix and Consumer Purchase Intention: The Mediating Role of Organizational Attractiveness and Prestige

Abstract

This study aimed to assess the relationship between green marketing mix practices and consumer purchase intention and the role of organisational attractiveness and prestige among consumers. It used data from 215 consumers` in Accra, and structural equation modelling was used to test the hypotheses of the study. The results proved that there is a positive effect of green marketing mix on organisational attractiveness, organisational prestige, and consumer purchase intention. Similarly, organisational attractiveness and organisational prestige mediated the relationship between green marketing mix and consumer purchase intentions. This implies that green marketing mix practices of organisations can enhance organisational prestige and attractiveness to generate interest in consumers who are eco friendly-conscious to patronize the activities of the organization. Consequently, this study is an addition to the literature on green marketing mix program decision generally and specifically in Ghana where research on green marketing mix program decision have been shown to be very limited.