Green Marketing Mix and Green Buying Intensions – a Case Study of Young Consumers

Abstract

Concept of green marketing has attained remarkable exposure across the global society in both academic and business sense. The concept of green marketing is applicable to a broad range of activities. There is a need of studying green buying decisions considering both supply side influence (green marketing mix dimension) and demand side influence the degree of involvement in green buying on urban young consumers of India).  This study reveals that the influence of green marketing mix is less than the influence of factors involvement on green buying decisions of urban young consumers.