Abstract

Green is a widely-used term that can mean a wide variety of things to different people. Green marketing is a modern philosophy that can be applied to end user goods, manufacturing goods and even services. Green marketing is the marketing of products that are acknowledged to be ecologically safe. Green marketing integrates a wide range of activities, comprising product modification, production method changes, packaging change, price change as well as modifying the promotional theme. This paper aims to explore the green marketing mix effect on consumers’ buying decisions in Bangladesh. This investigation adopts the quantitative analysis of green marketing mix that may influence consumers’ buying decisions. By using Convenient and Judgmental Sampling Technique, the data has been collected from 200 respondents. Data are analysed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is revealed that green product and green promotional activities as the important elements, which influence consumers buying decisions. This paper has implications for marketers as well as green consumers and makes a good case for introduce of an era of greening in Bangladesh. This study shows that consumers’ buying decisions really seem influenced by marketing mixes like the green product and green promotional activities. So, marketers should maintain promotional campaigns for increasing the knowledge regarding greening. Marketers also have to develop more displays, samples, commercialization and distribution in order to green information available. This paper can assist greening development along with determining the consumers buying decisions. This exploration provides realistic direction and pertinent suggestions to the greening firms. Greening firms will be profited identifying green marketing mix elements of consumers buying decisions. Those categories of the greening practising firms will offer to Bangladeshi consumers for buying decisions. As a result, consumption patterns will be inevitably enhanced and created demand for forthcoming consumers in Bangladesh. 

Keywords: Bangladesh, buying decisions, consumers, green marketing, green marketing mix.

JEL Classification: M31.

Cite as: Hossain, A., & Khan, M. Y. H. (2018). Green marketing mix effect on consumers buying decisions in Bangladesh. Marketing and Management of Innovations, 4, 298-306. https://doi.org/10.21272/mmi.2018.4-25

This work is licensed under a Creative Commons Attribution 4.0 International License

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