People’s Attitude towards Green Marketing Communication and Green Purchasing Behavior

Abstract

The purpose of this study is to determine whether the level of customer interaction with green marketing communications from companies influences their proclivity to engage in green purchasing behavior. This study also investigates the relationship between customer qualities, specifically their environmental attitudes, and the degree to which customers are responsive to green marketing materials supplied by businesses. A self-administered survey was done among people over the age of eighteen who live in Punjab, Pakistan. A total of 150 valid responses were received. Regression analysis, linear correlation, and descriptive analyses were among the analytical techniques used. Based on the study's findings, it is possible to conclude that customers do value green marketing messages from businesses. Furthermore, a substantial association was found between consumers' green purchasing behavior and their responsiveness to business green marketing messages. Furthermore, the findings confirm the assumption that women are more likely to be open to green marketing communications from businesses, and that individuals with a higher degree of education are more likely to be environmentally concerned.