Title:
The Impact of Marketing Mix on Consumer Green Product Purchase Intention in Hochiminh City, Vietnam

Authors:
Assoc. Prof. Dr Dinh The Hung, Nguyen Phuong Linh, Dinh Thuy Tien, Viet Nam

Abstract:

Amidst the severe degradation of the global environment, awareness of environmental protection issues has been steadily increasing. Consequently, green products are gradually becoming a new consumer trend, though encouraging consumers to choose green products remains challenging. This paper examines how consumers respond to the sustainable development initiatives undertaken by marketers and businesses. The study explores the impact of green marketing mix strategies (the green 4Ps) on consumers’ intentions to purchase green products in Vietnam. A quantitative approach was employed, surveying 104 green product consumers in Hochiminh city through a convenience sampling questionnaire. The results indicate that the elements of the marketing mix positively influence the intention to consume green products. Based on these findings, the authors propose several policy implications to enhance the effectiveness of the marketing mix strategy in boosting consumer intention to adopt green products.

DOI: https://doi.org/10.51505/IJEBMR.2024.81120