Analysis of the Impact of Green Marketing on Purchase Intention in the Automobile Sector: Roles of Environmental Knowledge and Green Psychological Benefits

Abstract

Businesses are increasingly using green marketing techniques to sway consumer behavior as environmental sustainability acquires relevance. This study investigates the relationship between purchase intention for eco-friendly products in the automotive industry and the green marketing mix, which includes product, price, place, promotion, and packaging. The study specifically looks at how consumers' understanding of environmental issues, or environmental knowledge, can deepen this relationship. Additionally, it explores how green psychological benefits—like self-expression and the "warm glow" effect—act as mediators and how green advertising and word-of-mouth affect these benefits.The study employs reliability statistics to examine the impact of green customer value, the marketing mix, and consumer attitudes on purchase intention through a structured survey of 100 consumers who are familiar with green products. Research indicates that environmental information enhances the influence of the green marketing mix on purchase intention, with psychological advantages additionally mediating this relationship. These insights can help businesses enhance their green marketing strategies to attract eco-conscious.These insights can help businesses enhance their green marketing strategies to attract eco-conscious consumers.