Green Marketing and Consumer Attitude: Shaping Eco-Friendly Purchase Intentions in Kathmandu Valley

Abstract

Green marketing has gained significant attention globally due to increasing environmental concerns such as pollution, climate change, and resource depletion. Companies are integrating eco-friendly practices into their marketing strategies to influence consumer behavior and promote sustainable consumption. Kathmandu Valley, being the capital and a diverse metropolitan area of Nepal, provides a suitable context to explore how green marketing practices affect consumers’ green purchase intentions and behavior. This study aimed to examine the effects of the green marketing mix and consumer attitudes on green purchase intentions in Kathmandu Valley. The study adopted a quantitative research design using an explanatory research approach based on the Theory of Planned Behavior to assess how marketing strategies and consumer attitudes influence green purchase intentions. A structured, closed-ended questionnaire was administered to 406 consumers, with convenience sampling, a non-probability sampling technique, used to select participants. Data were collected through the questionnaire via the KOBO Toolbox and subsequently analyzed using Microsoft Excel for descriptive statistics and SmartPLS 4.0 for inferential analysis through Structural Equation Modeling (SEM). The results revealed that most components of the green marketing mix—product, price, promotion, place, and packaging positively influenced green purchase intention, which in turn significantly affected consumer behavior. Attitude toward green products did not have a significant direct effect on purchase intention. Mediation analysis indicated that green purchase intention partially mediated the relationship between green marketing mix components and consumer behavior. The study confirms that strategic green marketing practices strongly influence consumers’ purchase intentions and environmentally responsible behavior. While individual attitudes may not directly drive green purchases, marketing strategies and product-related factors play a crucial role in shaping pro-environmental consumer actions.