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Abstract
The study aims to explore the relationship between green products, green price, green place, green promotion, and green purchase intention. It seeks to identify how different dimensions of the green marketing mix i.e. green product, green price, green place, and green promotion influence green purchase intention. A quantitative approach was adopted, gathering responses from 384 customers using electric vehicles in Butwal through a structured questionnaire and convenience sampling. Data was analyzed using PLS-SEM software, employing various tools such as assessment of measurement items, model fit, IPMA, and bootstrapping techniques for hypothesis testing. The results revealed that green price and green promotion are the key predictors of green purchase intention among the independent variables. It is evident that green price and green promotion are the major contributors to green purchase intention. Therefore, manufacturers of electric vehicles should focus on these aspects to enhance green purchase intention. By under-standing and reformulating policies based on these factors, there is a greater possibility of improving green purchase intention.
Keywords: Green Purchase Intention, Electric Vehicles, Green Marketing Mix, Green Price, Green Promotion.