Green Marketing and its Impact on Consumer Buying Behavior in Kathmandu Valley

Aabha Basnet, Devid Kumar Basyal, Abhishek Thakur, Purnima Lawaju, Niranjan Devkota, Jeevanath Devkota, U. R. Paudel
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Abstract

Purpose: Promoting goods and services that are socially and environmentally responsible is the primary goal of green marketing. Consumers are increasingly looking for environmentally friendly and sustainable products as they become more conscious of the effects of their shopping decisions on the planet. Hence, utilising a survey in the Kathmandu Valley, this study concentrates on green marketing and its impact on consumer buying behaviour regarding green products. Method(s): The explanatory research design was adopted as the central research paradigm to discover reality. Non-probability sampling technique to select sample population. It used a convenient sampling technique: 403 respondents were interviewed with a structural questionnaire, where data was collected using the KOBO Toolbox. The data was evaluated by using both descriptive and inferential statistics.  Structural Equation Modeling was used to analyse the relationships from 403 responses to see the impact of consumer buying behaviour using SmartPLS software.  Finding(s): The study's findings show that Eco-labeling, Green Packaging and Branding, Green Products, Premium and Pricing and Environmental Concerns and Beliefs have shown a direct positive significant influence on Consumer Beliefs towards the environment. Lack of education and awareness are two critical challenges of green marketing. The managerial challenges and solutions are that promotion and awareness are crucial in advancing green marketing. Companies should successfully promote their eco-friendly products to consumers and educate them on the advantages of green products. Conclusion: This study shows that the youth of Kathmandu Valley are highly aware of this. Hence, there is a considerable possibility of Green Marketing that is still untapped, according to the research. Originality: This research is original and is not published in other publications. JEL Classification: M30, F64, D91, C12, Q50
绿色营销及其对加德满都谷地消费者购买行为的影响
目的:推广对社会和环境负责的商品和服务是绿色营销的首要目标。随着消费者越来越意识到他们的购物决定对地球的影响,他们越来越多地寻求环保和可持续发展的产品。因此,本研究通过在加德满都谷地进行调查,集中研究绿色营销及其对消费者购买绿色产品行为的影响:方法:采用解释性研究设计作为发现现实的核心研究范式。采用非概率抽样技术选择样本人群。采用方便抽样技术:通过结构式问卷对 403 名受访者进行访谈,并使用 KOBO 工具箱收集数据。使用描述性和推论性统计对数据进行了评估。 使用 SmartPLS 软件对 403 份答复中的关系进行了结构方程建模分析,以了解消费者购买行为的影响。研究结果研究结果表明,生态标签、绿色包装和品牌、绿色产品、溢价和定价以及环境关注和信念对消费者的环境信念有直接的积极影响。缺乏教育和意识是绿色营销面临的两大挑战。管理方面的挑战和解决方案是,宣传和意识是推进绿色营销的关键。企业应成功地向消费者推广其环保产品,并向他们宣传绿色产品的优势:本研究表明,加德满都谷地的年轻人对此有很高的认识。因此,根据研究,绿色营销还有相当大的潜力尚未开发:本研究具有原创性,未在其他出版物上发表:M30、F64、D91、C12、Q50
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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