Relationship between the Green Marketing Mix and Purchase Intention of Cosmetic Products

Abstract

The purpose of this study was to investigate the relationship between green marketing mix dimensions and purchase intention for cosmetic products among young consumers in China. The sample group used in this study comprised 400 young consumers in China, recruited using a convenient random sampling method and data were collected using a standardized questionnaire. The statistics used to analyze data were descriptive statistics, mean comparison, one-way ANOVA, and Pearson’s correlation coefficient. The study results found that all four dimensions of green marketing, namely green product (0.163), green price (0.610), green promotion (0.699), and green place (0.412), had a statistically significant and positive correlation with consumers’ purchase intention. These results have significant implications for marketing managers and policy makers in the cosmetic industry, as they highlight the importance of implementing effective green marketing strategies to promote environmental conservation and increase purchase intention.