The Impact of Green Marketing Mix and Attitude Towards The Green (SSRN-id3968444)

Graduate School of Business and Advanced Technology Management 2/2021
The Impact of Green Marketing Mix and Attitude towards the Green
Purchase Intention among Generation y Consumers in Bangkok
Rico Munamba1* and Chompu Nuangjamnong2
1
Master of Business Administration, Graduate school of Business and Advanced Technology Management,
Assumption University of Thailand, Bangkok, 10240, Thailand
* Corresponding author. Email address: rico.muna@bumail.net
2
Lecturer, Innovative Technology Management Program, Graduate School of Business and Advanced
Technology Management, Assumption University of Thailand. Email: chompunng@au.edu
Received: xx November 2021; Revised: xx November 2021; Accepted: xx December 2021
Abstract
This research investigates how green marketing mix, green brand knowledge, and attitude towards green
products affect Generation Y consumers' purchase intention of green products in Bangkok, Thailand. The
objectives of this research consisting of each variable are 1) to determine the influence of green products on
green purchase intention; 2) to determine the influence of green price on green purchase intention; 3) to
determine the influence of green places on green purchase intention; 4) to determine the influence of green
promotion on green purchase intention; 5) to determine the influence of green brand knowledge on green
purchase intention; 6) to determine the influence of green attitude on green purchase intention. The
quantitative data are collected via an online questionnaire distributed to people who fulfilled the sample size
requirements: Generation Y consumers residing in Bangkok and have minimal knowledge about
environmentally friendly or green products. In order to get a meaningful result, the researcher needed to
conduct the questionnaire from a minimum of 400 respondents, in which the researcher has conducted 403
questionnaires. The researcher used statistical procedures to analyze the data. After the descriptive analysis
and linear regression analysis, the results revealed that all six variables positively influence purchase
intention. In conclusion, it means that green marketing mix, green brand knowledge, and attitude towards
green products significantly influenced green purchase intention.
Keywords: green marketing mix, green product, green brand knowledge, green attitude, purchase intention
JEL Classification Code: B40, D10, M10, M11, M31
1. Introduction
With over 8 million inhabitants, Bangkok is one of the busiest cities on earth and is very famous for
its city status that never sleeps. Nevertheless, this overpopulated concrete jungle has one threat: Pollution.
Based on information from the Pollution Control Department (PCD), Bangkok’s air quality has reached
levels that affect its resident’s health (Thaiger, 2020). Furthermore, we can see environmental issues in
Bangkok that are believed to be caused by global warmings, such as low water levels of the Chaopraya River,
unhealthy sodium levels in the tap water, and flooded homes. As consumers become more environmentally
aware, there is a growth in demand for brands to adapt to being eco-conscious. The concerns of Global
Warming have developed more obviously. The accumulative demand for eco-friendly products influences
businesses to implement green strategies to meet consumer demands. Also, companies attempt to rebrand
themselves as green and risk potential charges of “greenwashing.” Greenwashing is the exercise of using
marketing tactics to produce a false impression or deceptive claims about being environmentally accountable.
When businesses come to green marketing, they need to be more careful. Companies need to mature
permissible and effective green marketing tactics that avoid the risk of greenwashing. Green marketing is
becoming popular since environmental sustainability is a primary concern among consumers. According to a
@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 1

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Electronic copy available at: https://ssrn.com/abstract=3968444

Assumption University of Thailand
new survey done by Futerra of over 1,000 consumers in the US and UK, they found that a very high number
(96%) of people feel their actions, like donating, recycling, or buying goods, can make a difference.
Moreover, the American Marketing Association (AMA) define green marketing as “The marketing of
products that are believed to be environmentally safe, it covers a broad range of activities, including product
modification, changes to the production process, packaging and labeling changes, as well as advertising
strategies” (Yazdanifard & Mercy, 2011). Peattie (1992) who stated that green marketing is “the management
process responsible for identifying, anticipating, and satisfying the requirements of consumers and society,
profitably and sustainably.” Peattie (1992) further argues that green marketing differs from the conventional
style of societal marketing in four ways:
1) An open-ended rather than a long-term perspective
2) Focuses strongly on the natural environment
3) Treats the environment as an intrinsic value over and its usefulness to society
4) Focuses on global concerns rather than on particular societies.
In addition, Peattie (1992) definition emphasizes the needs of consumers and society; Charter and
Polonsky (1992) stated that green marketing focuses on the promotion of products based on their
environmental performance or improvement. Ottman (1996) argued that green marketing combines improved
environmental quality and customer satisfaction. Therefore, green marketing is a part of the sustainable
strategies in which firms attempt to implement those approaches in their products because they know that
green marketing can mark their products to be more eye-catching to customers; importantly, it can support
the company to reduce expenses by being sustainable, packages changed from plastic to paper. Green
marketing can reduce the cost of products. Businesses will use energy and water efficiently, recycle
materials, and produce less waste. Those activities can help the business reduce costs; simultaneously, the
environment is endangered (Ward, 2018). Importantly, being responsible for society can raise brand loyalty
among consumers. Generation Y (Gen-Y) consumers will play an important role in the industry in the future.
Several institutions, as well as researchers, have analyzed the importance. According to a statistic from the
United Nations published in an SCB report, Generation Y consumers make up the majority of consumers
worldwide (SCB Economic Intelligence Center, Insight Capturing Thai Gen Y consumers, 2021). Moreover,
it has been analyzed that 28% of Thailand’s total population are Generation Y consumers and therefore
makes up the majority compared with other Generations. In addition, the percentage of Generation Y is
generally higher than the average Generation Y population size in developed countries. Valaei and
Nikhashemi (2017) stated that generation Y consumers are the most potential market segmentation due to its
increased buying power and the generation of consumers in percentage worldwide. Anvar and Venter (2014)
explain the importance of Generation Y consumers as they represent environmentalism fur the future. Given
that a big fracture of Generation Y consumers is in their early stage of adulthood and wealth, they are the
type of consumers who spends the most on sustainable and green products (Anvar & Venter, 2014).
Furthermore, Generation Y consumers have since been the strongest financially generation. They can
influence their parents' buying habits, which belong to Generation X, or the Baby Boomer Generation (Valaei
& Nikhashemi 2017). Therefore, the objectives in this study aim:
(1) to explain green products have a significant influence on green purchase intention.
(2) to explain green price has a significant influence on green purchase intention.
(3) to explain green place has a significant influence on green purchase intention.
(4) to explain that green promotion has a significant influence on green purchase intention.
(5) to explain green brand knowledge influences green purchase intention.
(6) to explain that attitude towards green products influences green purchase intention.
2. Literature Review and Hypotheses Development

2.1 Green Product and Green Purchase Intention
Several researchers have studied the influence of green products. For Fan and Zeng (2011), the
green product is the fundament of the green marketing mix strategy and involves the final object, the
packaging, used materials, and the production process. A product can be labeled green when the three
subcategories: material, packaging, and production, are ecologically friendly and free of toxic materials.


Furthermore, Solaiman et al. (2015) stated that motivated by increased environmental problems, consumers
are willing to pay a higher price for green products than competitive conventional products. In addition to
that, Ghazali et al. (2021) stated that green product drivers had perceived consumer values, perceived
effectiveness, green consumer values, and trust, while consumers perceive risk, cost perception, and
consumer habits as obstacles. The relationship between green products and green purchase intention is one of
the most crucial research spots in the green marketing mix (Mahmoud et al., 2017). Most consumers are
familiar with green products. Consumers’ awareness of organic products is essential when making a purchase
decision. Siddique and Hossain (2018) found that green products as a part of the green marketing mix are an
important factor influencing the consumers' purchase intention. Another study found that consumers with
positive intentions to buy green products had higher actual purchase rates than people with little or no
intention to purchase green products (Ali et al., 2011). The physical quality of green products positively
impacts the consumers' green purchase behavior when they have a high and positive purchase intention.
Another study from Ali et al. (2011) found that many consumers do not want to give up the product's
essential benefits when making a purchase decision. Therefore, green products must not only be competitive
from an environmental point of view but also based on other important elements, such as imperishability and
convenience.
Hypothesis 1: there is a significant impact between green products and green purchase intention.
2.2 Green Price and Green Purchase Intention

According to Shrama and Goyal (2012), they become after the green product the next essential
factor of the marketing mix. Green Products have an added value as they have a changed functionality,
appearance, or specific customization. Furthermore, they are environmentally friendly on top of the added
value, which makes their price relatively higher than conventional products. Further reasons for the added
value are the production process, the packaging, and the disposal process, which results in a bigger price gap
than conventional products (Solaiman et al., 2015). According to previous studies, previous studies revealed
that due to the perceived benefits and the added value of green products, consumers are willing to pay 7% to
20% more for environmentally friendly products (Solaiman et al., 2015). Moreover, from an enterprises'
perspective, the green price is driven by the enterprises' strategies regarding green thinking imposed by
company rules and policies or its creativity and innovation in this field (Hossain & Khan, 2018). However,
green pricing is the most crucial aspect of the green marketing mix. Enterprises face two threats when
deciding on a green price strategy: either the risk of the consumer’s intent disturbance or the prices for green
products rise sharply due to higher competition, which negatively influences consumers' purchase intention
(Hossain & Khan, 2018).
Besides green products, green price plays a very important factor in correlation with the consumers'
purchase intention. According to a study by Mahmoud et al. (2017), most consumers are willing to pay a
higher price only when an additional product value is given. Another study discovered that consumers are
more likely to buy green products (Maletic et al., 2010). Additionally, a more detailed study found that
consumer who is willing to buy green products also have a higher actual purchase rate than consumers who
have little or no willingness to buy green products (Ali et al., 2011). Furthermore, competitive pricing of
green products also positively affects consumers' green purchase behavior if they have a positive buying
intention on green products. Another finding from Ali et al. (2011) is that a greater percentage of consumers
evaluated the pricing of green products to be higher than conventual products, despite being willing to
purchase these green products. However, the fact if a consumer is satisfied with a price or not has other
influences as well. Ch et al. (2021) discovered that consumers have limited knowledge about the environment
and environmental responsibility, are more price sensitive and consider the price of green products as much
more valuable compared to conceptual products.
Hypothesis 2: there is a significant impact between green price and purchase intention.


2.3 Green Promotion and Green Purchase Intention

According to several studies, a promotional marketing mix can make consumers aware and
informed of a company's offered products through advertising, public relations, word of mouth, branding,
and packaging (Shrama & Goyal, 2012). Usama (2011) stated that this promotion as a part of the marketing
mix evolves communication between the brand and consumer and creates a distinguished product positioning
in the market. The green aspect in promotion refers to offering promotional activities about a product. At the
same time, sustain environmentally friendly procedures to keep consumers' materialistic and moral standards
untouched. Promotional techniques that are effective in green advertising may be defined as promotional
messages that appeal to the interests and aspirations of environmentally conscious customers (Mahmoud,
2018). Companies use marketing materials, advertising, white papers, presentations, videos, and websites to
send out the message and promote sustainability as a promotional tool by keeping people, the planet, and
profits in mind (Shrama & Goyal, 2012). Green promotion, especially what is communicated to the
consumer, has to be clear, firm and should not be over-claimed as the consumer may perceive promotional
activities as greenwashing, which would result in negative consequences for the company such as fewer sales
or consumer boycott (Solaiman et al., 2015). Solaiman et al. (2015) stated that natural biodegradable,
recyclable, and environmentally friendly claims must be used carefully. Companies have faced heavy
criticism due to the lack of documenting these products and difficulties in defining terms. Companies that are
appealing with green promotional activities have an increased likelihood of being monitored on their
environmentally friendly products or production process (Alabo & Anyasor, 2021). Furthermore, Fan and
Zeng (2011) pointed out that companies claiming to be “green” have to sustain transparency to their
consumers.
According to a recent study, green advertising is associated with pro-environmental intentions, such
as green purchase intention (Ch et al., 2021). However, the majority of consumers underestimate their
intention to purchase environmentally. Another study revealed that environmentally friendly messages on the
internet as part of green promotion strategy positively influence consumers' green buying behavior and
behavioral intentions (Ho et al., 2014). However, another research found that green advertising had a lower
influence on green purchase behavior (do Paco et al., 2019). If the promotion strategy stimulates green
buying behavior, Ch et al. (2021) recommended that green products be advertised in environmentally friendly
commercials to explain the higher price. Mahmoud et al. (2017) found that companies need to increase their
communication with customers to go green. Further aspects like green products quality and price are more
important than environmental responsibility. Additionally, Solaiman et al. (2015) pointed out that companies
need to ensure that green promotional activities are globally integrated, especially when used for positioning.
Hypothesis 3: there is a significant impact between green promotion and green purchase intention.
2.4 Green Place and Green Purchase Intention

According to Mahmoud (2018), the marketing mix represents either a physical or virtual place for
selling and producing products. Enterprises implement green place strategies to cut down on transportation
emissions, thereby reducing the carbon footprint. Although the place is not a cost-generating element, it does
have several qualities that can generate income and several benefits. This element of the marketing mix is
dealt “how-to-handle-distance” (Usama, 2011). Shrama and Goyal (2012) stated that one method on how
enterprises can ward off increased levels of pollution is by abstaining from imported products that have been
shipped from far away regions and switching instead to locally produced products. Retailers selling products
to consumers share claims and promises that the producer has made of green products, which suggest
retailers corroborate given information and claims of green products (Solaiman et al., 2015). Solaiman et al.
(2015) added that Wal-Mart was the first retailer that introduced their production line of green products and
set up fixed criteriums for companies who would like to place their green products at Wal-Mart. Green
product producers need to ensure that retailers and distributors implement green distributional elements and a
safe and environmentally friendly place, including a toxic-free place of selling and a natural environment
(Mahmoud, 2018). Lastly, Mahmoud (2018) stated that green product companies should consider that the
green environment is constantly regulated. Therefore a maximum level of compliance is necessary when
selling environmentally friendly products.


Green Place is a factor that has been researched besides the other three factors as well but has been
given the least attention. In the research from Mahmoud (2018), it has been found that green place has a
positive influence on green purchase intention. In addition, consumers it has been revealed that consumers
are willing to pay more if the shop areas are clean and implement green and environmentally friendly
standards. Furthermore, Mahmoud et al. (2017) revealed that the distributional process plays an important
role, and consumers still await a fast delivery of their products. In addition, it has been found that green
product companies need to be responsible if other distributors sell products and meet the consumers’
environmentally friendly expectations. On the other hand, Hossain and Khan (2018) found that green places
had an insignificant influence on the consumers buying decisions, while green products and green promotion
were the dominant factors in their research.
Hypothesis 4: there is a significant impact between green places and green purchase intention.
2.5 Green Brand Knowledge and Green Purchase Intention

A brand, also known as a trademark, is "a name, term, sign, symbol or design, or combination of
them which is intended to identify the goods and services of one seller, or group of sellers and to differentiate
them those of competitors" (Kotler & Keller, 2009). Previous studies found two types of brand knowledge:
brand awareness and brand image (Keller, 1993). One of the most important facts that companies should care
about when developing a brand is that branding is a tool to differentiate their products from other companies,
and inefficient branding can fail in the market (Huang et al., 2014). Furthermore, Huang et al. (2014)
believed that a green brand serves as a communicator, conveying information about a product's distinctive
brand features and advantages, especially those that decrease the impact on the environment and, therefore,
reflect the characteristics of environmentally friendly products. Keller (1993) came to the conclusion that
brand knowledge is “a brand node in memory to which a variety of associations are linked”. Based on the
defintion from Keller (1993), Huang et al. (2014) stated that green brand knowledge is a green brand node in
memory, with which a large number of associations to environmental commitments and environmental
concerns are connected.
Several studies found that knowledge influences the consumers' purchase intention (Laroche et al.,
2001; Smith & Paladino, 2010). Moreover, Smith and Paladino (2010) found that knowledge is the key
influencer in the purchase intention of green products. Additionally, another research revealed that subjective
knowledge influences the purchase intention of the consumer choice because they tend to be motivated to
behave according to the knowledge they have (Moorman et al., 2004). In addition, Suki (2016) concluded
that companies could increase their knowledge of green brands among current and potential customers to
easily distinguish the benefits of consuming a green product brand from other brands. Another study found
that knowing about green brands raises consumers' awareness of active green marketing and concerns about
protecting the environment by influencing green purchase intention (Juwaheer et al., 2012). Labeled green
products serve as a guide to consumer knowledge about green brands and their green purchase behavior in
the decision-making process when purchasing products (Suki, 2016). Further research revealed that if
consumers have more knowledge and information about green products, they will more easily understand
that green products can save resources than conventual products of the same quality and increase intentions
to choose environmentally friendly products (Sun & Wang, 2020).
Hypothesis 5: there is a significant impact between green brand knowledge and green purchase
intention.
2.6 Attitude towards Green Products and Green Purchase Intention

According to Anvar and Venter (2014), attitudes are one of the leading predictors of pro-
environmental behavior than other variables. Following Ajzen's Theory of Planned Behavior, it is found that
consumer beliefs also shape their attitudes that translate into intention and behavior (Anvar & Venter, 2014).
The two main types of attitudes have been addressed in many studies of environmental behavior. There is the
importance (includes when consumers raise concerns or feel that environmental issues are important to them)
and Inconvenience (Includes the level of inconvenience consumers face when switching or adapting


ecologically friendly manners) (Laroche et al., 2001). A study from Waris and Hameed (2021) explained this
theory accurately; when it comes to home energy product consumption, an attitude refers to a consumer's
willingness to save energy, which is influenced by the energy-saving behavior of the consumer (Waris &
Hameed, 2021). Laroche et al. (2001) stated that the level of perceived responsibility, in which the consumers
believe that companies do not have the same view on producing environmentally friendly consumer goods as
they have, is also considered an attitude variable that influences the consumers' environmental awareness.
Purchase intention is a major part of behavioral intentions, denoted as individuals’ relative strength in
executing a specific behavior as suggested by the previous researchers. Purchase intention is a major part of
behavioral intentions, denoted as individuals’ relative strength to execute a specific behavior as suggested by
the previous researchers (Ng & Paladino, 2009). Thus, green purchase intention can be termed as customers’
willingness, preference and probability to choose products which are environmentally friendly and
sustainable in nature (Rashid, 2009). Furthermore, Green purchase intentions can be defined as the
determination to act or behave in a particular way regarding green product consumption (Ramayah et al.,
2010). Customers of green hotel may exhibit certain behaviors like visiting green hotels, continuing positive
word of mouth, providing premium price for experiencing green hotel services as found out by previous
researchers (Han et al., 2009). According to Chan and Lau (2000), purchase intention influences customers
actual purchase behavior as developed in the theory of reasoned action and theory of planned behavior given
by Azjen and Fishbein (1980, 1991).
Several researchers have dealt with the relationship between the attitude towards green products and
the green purchase intention. The attitude-intention link has been validated by the researchers Alwitt and Pitts
(1996), who found that consumers' green purchasing intentions are influenced by their green attitude.
Another research explained that the consumers' attitude to purchase environmentally friendly items has a
significant impact on their actual purchasing behavior (Yadav & Pathak, 2017). According to Mobrezi and
Khoshtinat (2016), especially women’s positive attitude impacts their green purchase intention and purchase
behavior. Another related study found that consumers with self-declared green views have a higher purchase
intention on organic products than those with a lower green attitude (Squires et al., 2001). While research
revealed that green attitudes do not express a higher purchase intention on green products (Laroche et al.,
2001), others indicated that green attitudes are necessary but not the most important driver of consumers'
purchase intention pro-environmental actions. On the other hand, Magnusson et al. (2001) discovered that a
favorable green attitude did not always translate into green purchasing intention. Due to low income and low
perceived value for money, most respondents could not purchase organic products, even though they had a
positive green attitude.
Hypothesis 6: there is a significant impact between attitude towards purchasing green products and
green purchase intention.
2.7 Conceptual Framework

The conceptual framework of this study (figure 1) is developed from four theoretical frameworks.
The first theoretical framework by Mahmoud (2018) shows the impact of green products, green price, green
place, and green promotions on purchase intention. This research examines green marketing mix elements'
influence on the purchase intention amongst MBA-graduate students in Sudan. Eventually, a consumer will
have an increased intention to purchase green products if a company applies green marketing mix elements.
The second theoretical framework by Mahmoud et al. (2017) shows the influence of green marketing mix
and environmental knowledge on the purchase intention in Sudan. The study shows a significant effect of
green marketing mix elements on the consumer's purchase intention. While environmental knowledge
moderates the relation between green marketing mix and purchase intention. The third theoretical framework
by Woo and Kim (2019) examines the green perceived value (Functional Value, Conditional Value, Social
Value, Emotional Value) to the buying behavior of green food products to enhance the understanding of
consumer behavior intentions and explain the formation of the intention to buy green food products. The
fourth theoretical framework by Suki (2016) explains the impact of green brand positioning, consumers’
attitudes toward green brands, and green brand knowledge on green product purchase intention. Furthermore,
it investigates the moderating effect of green brand knowledge on the interconnection between the purchase


intention of green products and the green brand positioning. Finally, this study looks at the impact of
knowledge about green brands on consumer attitudes towards green products.
Figure 1.
the Conceptual Framework
3. Methods and Materials

In order to collect the data, this study will use quantitative research methods for online research.
Firstly, the target population of this study contains Generation Y consumers who reside in Bangkok,
Thailand, while the sample size has been allocated at 400 people. The questionnaire consists of thirty-one
items allocated to seven variables of the conceptual framework. Furthermore, the questionnaire contains three
screening questions and six questions allocated to demographic information. This study was conducted in
Bangkok, Thailand, using a bilingual (TH and EN) questionnaire. The researcher used the Likert-type scale
(1-5-point scale) measurement method) to measure, with the transition of "1-5". "1" indicates that the
respondents strongly disagree with various statements, "5" indicates that the respondents strongly agree with
various statements. Before the researcher started to conduct the data, he piloted the reliability of the
questionnaire by finding thirty-five samples to test how reliable each variable of the questionnaire is and
ensure the quality of the measurement. In order to test whether each item of each variable measures the same
or similar characteristics, the researcher uses Cronbach’s consistency coefficient (Alpha). Additionally, to
understand the demographic information of the target sample, the researcher uses descriptive analysis. Lastly,
to examine the level of influence and test the causal relationship between dependent and independent
variables, the researcher uses simple and multiple linear regression.
Rules of Thumb of Cronbach’s Alpha; Cronbach’s Alpha Reliability Coefficient rage strength of
associations > 0.9 Excellent; > 0.8 Good; > 0.7 Acceptable; > 0.6 Questionable; > 0.5 Poor; and < 0.5
Unacceptable by Gliem and Gliem (2003). For the pilot test, data of 35 surveyors were collected to do the
Cronbach Alpha reliability test to identify errors and evaluate the internal consistency of the questionnaire.
Cronbach's Alpha values of each variable are greater than or equal to 0.7. The variable passes the reliability
test, and items of the variable are considered acceptable, good, and excellent for the questionnaire; details can
be viewed in table 1.


Table 1.
Pre-test results by Reliability Test (Cronbach’s Alpha)
Variables Number of Cronbach’s Alpha Reliability
Items (α)
Green Product 4 0.84 Good
Green Price 4 0.71 Acceptable
Green Place 4 0.70 Acceptable
Green Promotion 4 0.82 Good
Green Brand Knowledge 5 0.86 Good
Attitude Towards Green Products 5 0.90 Excellent
Green Purchase Intention 5 0.90 Excellent
Note: n=35
4. Results
4.1 Descriptive for demographic factors
The questionnaire consists of demographic information. The researcher compiled a list of
demographic characteristics such as gender, nationality, age, income, occupation, and educational
background from the 403 legitimate respondents. The purpose of the demographic information analysis is to
examine the respondents’ characteristics. Table 2 shows the frequency distribution for a total of 403
respondents.
Table 2.
The analysis of demographic factors using the frequency distribution and percentage
Demographic Factors Frequency Percentage
Gender
Male 176 43.7%
Female 217 53.8%
Other 10 2.5%
Total 403 100%
Age
20-24 66 16.4
25-30 250 62.0
31-35 67 16.6
36-40 20 5.0
Total 403 100%
Nationality
Thai 346 85.9
Non-Thai 57 14.1
Total 403 100%
Occupation
Student 59 14.6%
Employee 216 53.6%
Businessman 16 4.0%
Professional 10 2.5%
Freelance 75 18.6%
Government officer 14 3.5%
Other 13 3.2%
Total 403 100%
Educational Background


High school graduate or less 71 17.6%

College/University graduate - 286 71.0%
Bachelor
Graduate Degree -Master/PHD 39 9.7%
Other 7 1.7%
Total 403 100%
Income (per month)
Less than 15,000 THB 80 19.9%
15,001 – 25,000 THB 176 43.7%
25,001 - 40,000 THB 76 18.9%
40,001 - 60,000 THB 49 12.2%
More than 60,001+ THB 22 5.5%
Total 403 100%
The first demographic factor of Table 5-3 indicates gender. The result shows that the majority of the
respondents were female with 53.8% (217), followed by male with 43.7% (176), and lastly, other gender
identifications with 2.5% (10). The second factor in table 5-3 is age and indicates that most of the
respondents are between the age of 25-30, which makes up 62.0% (250) in this study, followed by
respondents between the age of 31-35, which contributes 16.6% (67), respondents between the age 20-24
which make up 16.4% (66) and last respondents between the age of 36-40 which contributes 5.0% (20) to this
study. Factor number three in table 5-3 considers the respondents' nationality. The result shows that most
respondents are Thai nationals which makes up 85.9% (346) of this study, while 14.1% (57) are foreigners.
Factor number four is occupation, from among the 403 respondents, most of the respondents with 163
contributing 53.6% are employees, followed by 75 respondents contributing 18.6% are Freelancers, 59
respondents contributing 14.6% are students, 16 respondents contributing 4.0% are businessmen, 14
respondents contributing 3.5% are government officer, 13 respondents contributing 3.2% claim other
employments and lastly ten respondents contributing 2.5% are professionals. For the fifth factor, table 5-3
considers the educational background among the 403 respondents. The majority of the respondents, with 286
contributing 71.0%, have a bachelor’s degree, followed by 71 respondents contributing 17.6% are high
school graduates or less, 39 respondents contributing 9.7% have obtained a graduate degree. Lastly, seven
respondents contributed 1.7% have another educational background. The last factor in table 5-3 considers the
monthly income among the 403 respondents. Most of the respondents with 147 contributing 43.7% earn
between 15,001 – 25,000 THB, followed by 80 respondents contributing 19.9% earn less than 15,000 THB,
76 respondents contributing 18.9% earn between 25,001 – 40,000 THB, 49 respondents contributing 12.2%
earn between 40,001 – 60,000 THB and lastly 22 respondents contributing 5.5% earn between more than
60,001 THB.
4.2 Descriptive Analysis with Mean and Standard Deviation

The mean and standard deviation summary for each variable, including green product, green price,
green place, green promotion, green brand knowledge, attitude towards green products, and green purchase
intention, will be examined. The average score of all variables is determined by the descriptive analysis of
the mean and standard deviation of the dependent and independent variables, which also describes the
content of the mean of the variables. All results are evaluated by five categories in the Likert 5-point scale.
The mean score criteria interpretation is 4.51 – 5.00 interpreted as “Strongly Agree,” 3.51 – 4.50 interpreted
as “Agree,” 2.51 – 3.50 interpreted as “Neutral,” 1.51 – 2.50 interpreted as “Disagree” and 1.00 – 1.50
interpreted as “Strongly Disagree.” The average score is broken down into questions in the following table 4
below.


Table 4.
Results of Mean and Standard Deviation
Green Product Mean Std. Interpreted
Deviation
GPRO1: Green product companies focus on manufacturing 3.85 0.82 Agree
products that have the lowest rate of negative human reflection.
GPRO2: Green product companies contribute to producing green 3.83 0.78 Agree
products with less pollution.
GPRO3: There is an effective control on green products that 4.01* 0.79 Agree
green product companies produce.
GPRO4: Green product companies make products free of strong 3.90 0.78 Agree
toxic materials.
Green Price
GPR1: Green product companies raise the prices of their 3.78 0.76 Agree
products, which negatively affects the environment that happens
due to misusage.
GPR2: Increased prices of green products sometimes stop me 3.76 0.84 Agree
from purchasing them.
GPR3: The price difference between green products and 3.80 0.79 Agree
conventional products is large.
GPR4: Green products have a price that is proportional to their 3.83* 0.77 Agree
quality.
Green Place
GPL1: Environmentally friendly products are sold at reputable 3.72 0.82 Agree
agents.
GPL2: Green product companies make delivery is easy. 3.95* 0.76 Agree
GPL3: Green products companies aim to work with 3.88 0.79 Agree
environmentally friendly agents.
GPL4: The stores of green product companies are clean. 3.93 0.79 Agree
Green Promotion
GPROm1: Green product companies devote a special day to the 3.86 0.77 Agree
environment.
GPROm2: Green product companies favor hosting environmental 3.93 0.78 Agree
activities, festivities, seminars, and conferences.
GPROm3: Employees of green products companies advise 3.94* 0.78 Agree
customers on how to use their products not to harm the
environment.
GPROm4: Green product companies contribute to supporting 3.93 0.76 Agree
environmental centers.
Green Brand Knowledge
GBK1: Purchasing green products may prove to be a wise 3.87 0.75 Agree
investment in the long run.
GBK2: The environmental performance of green products meets 3.91 0.77 Agree
my expectations.
GBK3: Green products have a low appeal and demand due to a 3.85 0.82 Agree
lack of availability and access.
GBK4: I buy green products because it is good for the 3.92 0.75 Agree
environment.
GBK5: I buy green items because they are better for the 3.93* 0.76 Agree
environment than conventional products.


Attitude towards Green Products

GA1: I believe that the environmental reputation of green 3.81 0.75 Agree
products is reliable.
GA2: I believe that the environmental performance of green 3.80 0.77 Agree
products is reliable.
GA3: I think that environmental claims made by green products 3.76 0.84 Agree
are reliable.
GA4: The environmental awareness of green products fulfills my 3.79 0.80 Agree
expectations.
GA5: Green products keep promises and responsibilities for 3.86* 0.81 Agree
environmental protection.
Green Purchase Intention
GPI1: In the future, I intend to seek out environmentally friendly 3.83 0.74 Agree
products.
GPI2: In the future, I will spend more time looking for 3.83 0.77 Agree
ecologically friendly alternatives to what I usually buy.
GPI3: I will spend time browsing the company website to learn 3.77 0.84 Agree
more about eco-friendly options.
GPI4: I am willing to purchase green products for ecological 3.86* 0.78 Agree
reasons.
GPI5: I plan to resume buying ecologically friendly products 4.01 0.79 Agree
shortly.
Note: * The highest mean
Table 4 presents the means of the question items in every variable. The question with the highest
mean for green products is “There is an effective control on green products that green product companies
produce.” (mean=4.01). For the green price, the question with the highest mean is “Green products have a
price that is proportional to their quality.” (mean=3.83). For green place, the question with the highest mean
is “Green product companies make delivery is easy” (mean=3.95). The question with the highest mean on
green promotion is “Employees of green products companies advise customers on how to use their products
not to harm the environment.” (mean=3.94). The question on green brand knowledge with the highest mean
is “I buy green items because they are better for the environment than conventional products.” (mean=3.93).
Then, for attitude towards green products, the question with the highest mean is “Green products keep
promises and responsibilities for environmental protection.” (mean=3.86). Lastly, the question with the
highest mean for green purchase intention is “I am willing to purchase green products for ecological reasons”
(mean=3.86).
4.3 Hypothesis Testing Results

H1 in Table 5, the significant level was < 0.000, which is less than 0.05. Therefore, the null
hypothesis was rejected. It can be concluded that green product has a significant influence on green purchase
intention. It has a standardized coefficient of 0.47, implying that if green product increases by 1%, green
purchase intention will be raised by 47%.
hypothesis was rejected. It can be concluded that green price has a significant influence on green purchase
intention. It has a standardized coefficient of 0.19, implying that if green price increases by 1%, green
purchase intention can be raised by 19%.
H3 in Table 5, the significant level was at 0.001, which is less than 0.05. Therefore, the null
hypothesis was rejected. As a result, it can be concluded that green place has a significant influence on green
purchase intention. It has a standardized coefficient of 0.14, implying that if green place increases by 1%,
green purchase intention can be raised by less than 14%.


hypothesis was rejected. It can be concluded that green promotion has a significant influence on green
purchase intention. It has a standardized coefficient of 0.14, implying that if green promotion increases by
1%, green purchase intention can be raised by less than 14%.
Table 5.
Multiple Linear Regression for H1, H2, H3, and H4
Hypothesis Std. Error Beta t Sig. Result
H1: Green Product → Green purchase 0.05 0.47 9.19 0.000* Supported
intention
H2: Green Price → Green purchase 0.05 0.19 4.91 0.000* Supported
intention
H3: Green Place → Green purchase 0.05 0.14 3.29 0.001* Supported
intention
H4: Green Promotion → Green purchase 0.05 0.14 2.99 0.003* Supported
intention
R square 0.72
Adjust R square 0.72
Note: *p< 0.05
hypothesis was rejected. It can be concluded that green brand knowledge has a significant influence on green
purchase intention. It has a standardized coefficient of 0.80, implying that if green brand knowledge increases
by 1%, green purchase intention can be raised by 80%.
hypothesis was rejected. As a result, it can be concluded that attitude towards green products significantly
influences green purchase intention. It has a standardized coefficient of 0.82, implying that if the attitude
towards green products increases by 1%, green purchase intention can be raised by 82%.
Table 6.
Simple Linear Regression for H5 and H6
Hypothesis R Adjust Std. Standardized Sig. t Results
square R Error Coefficients
square Beta
H5: Green brand 0.64 0.64 0.03 0.80 0.000* 26.50 Supported
knowledge → Green
purchase intention
H6: Attitude towards 0.68 0.67 0.03 0.82 0.000* 28.91 Supported
green products →
Green purchase
intention
Note: *p< 0.05


4.4 The Results of Structural Model

Figure 2.
Results of the structural model
5. Discussion and Conclusion

Results in the demographic analysis found that the most respondents are female, which is 53.8%, the
age between 25-30 years old at 62.0%, the nationality is Thai at 85.9%, the occupation is an employee at
53.6%, the educational background is a bachelor’s degree at 71.0%, and the income level is 15,001 – 25,000
Baht/month at 43.7%. Figure 3. below indicate that the maximum value is green promotion, followed by
green product, green brand knowledge, green place, green purchase intention, green price, and attitude
towards green products.
Figure 3.
Mean value for each variable
3.91
3.92 3.90
3.89
3.90
3.87
3.88 3.86
3.86
3.84
3.82 3.80 3.80
3.80
3.78
3.76
3.74
Green Price Attitude Green Green Place Green Brand Green Product Green
towards Purchase Knowledge Promotion
Green Intention
Products


There is a significant positive influence of green products, green price, green place, green
promotion, green brand knowledge, and the attitude towards green products on green purchase intention, as
shown in table 7.
Hypotheses Sig. Decision
H1o: Green product does not significantly affect the green purchase
0.000* Rejected
intention of generation Y consumers in Bangkok, Thailand.
H2o: Green price does not significantly affect the purchase intention of
0.000* Rejected
generation Y consumers in Bangkok, Thailand.
H3o: Green place does not significantly affect the green purchase
0.001* Rejected
H4o: Green promotion does not significantly affect the green purchase
0.003* Rejected
H5o: Green brand knowledge does not significantly affect the green
0.000* Rejected
purchase intention of generation Y consumers in Bangkok, Thailand.
H6o: Attitude towards green products does not significantly affect the
green purchase intention of generation Y consumers in Bangkok, 0.000* Rejected
Thailand.
Note: Significant value *p< 0.05
This study shows that four aspects of the green marketing mix: green product, green price, green
place, and green promotion have a positive and significant impact on consumers' green purchasing intention
in Bangkok, Thailand. Additionally, green brand knowledge and attitudes towards green products have also
been shown to have a positive and significant impact on green purchasing intention.
Green Product; based on the results, the correlation relationship between green products and green
purchase intention indicates the strongest relationship compared to other dimensions of the green marketing
mix. This finding confirms previous studies such as Mahmoud et al. (2017), Hossain and Khan (2018) as
well as Mahmoud (2018), in which were found that green products had the highest correlation amongst green
marketing mix dimensions. The result also aligns with Mahmoud et al. (2017), who stated that green is the
most important and crucial dimension of the green marketing mix. Furthermore, Siddique and Hossain
(2018) concluded that green products are the key factor influencing the consumers purchasing intention. In
other words, a green product is the heart of a green marketing plan as it represents the whole brand and is the
essential part that decides if a consumer purchases the product since the green purchase intention explains
that the consumer seeking out environmentally friendly products, Hossain and Khan (2018) stated that green
products could be defined as products manufactured using eco-friendly materials and non-toxic ingredients.
Green Price; based on the findings, the correlation between green price and green purchase
intention indicates the second strongest relationship after green product compared to other dimensions of the
green marketing mix. Several studies have indicated that green price significantly influences green purchase
intention (Mahmoud et al., 2017) and (Mahmoud, 2018). Furthermore, in a study by Weisstein et al. (2014),
the green price significantly influences the consumers' purchase intention. The results aligned with previous
findings, it can be explained that green price is a significant dimension of the green marketing mix and the
most problematic (Hossain & Khan, 2018). Hossain and Khan (2018) stated that its problematic characteristic
is that most consumers are willing to pay a premium price if they can expect a perceived value in the product.
Therefore, the researcher concludes that green price is aligned with the product and is the most important
dimension after green product.
Green Place; according to the findings, the correlation relationship between green place and green
purchase intention indicates a significant positive relationship. It aligns with findings from the researchers
Mahmoud (2018) and Mahmoud et al. (2017), in which they discovered a significant correlation between
green places and green purchase intention. It has been revealed that respondents are keen on environmentally
friendly shopping areas, and shop sellers keep environmentally friendly standards to influence consumers'
green purchase intention positively; it has been found that distributional processes still need to be fast and
easy as consumers expect trouble-free distribution for green products.
Green Promotion; based on the findings, the correlation relationship between green promotion and
green purchase intention indicates a significant positive relationship. The results confirmed findings from


several previous studies by Mahmoud (2018), Mahmoud et al. (2017) as well as Hossain and Khan (2018).
Furthermore, findings from Ansar (2013) revealed that green advertisement has a significant positive
relationship with the consumers' green purchase intention. Communication about the environment and
implementing environmental messages into an advertisement campaign positively affect consumers' purchase
intention (Mahmoud et al., 2017).
Green Brand Knowledge; the researcher discovered that green brand knowledge has a significant
impact on the consumers' green purchase intention. In other words, this indicates that the more knowledge a
consumer has about a brand, the higher their green purchase intention is. This finding aligned with the study
of Suki (2016), which revealed that green brand knowledge is a good predictor of the consumers' green
purchase intention.
Attitude towards Green Products; according to the findings, the correlation between green products
and green purchase intention indicates a significant positive relationship. The results align with findings from
several studies by Suki (2016). Furthermore, it confirms a study by Huang et al. (2014) in which it has been
found that consumers with an increased level of green purchase intention had a strong attitude towards green
products. Another similar study comes from Amoako et al. (2020), which confirmed that a positive green
attitude significantly affects consumers' green buying behavior.
6. Suggestions and Recommendations

This research investigated the relationship between green marketing mix, green brand knowledge,
attitude towards green products, and purchase intention. It was found that green product was the most
important dimensions for consumers among the green marketing mix. It is suggested that companies focus on
product improvements and ensure the highest standards of environmental friendliness, such as using toxic
materials (Solaiman et al., 2015). Furthermore, as previously explained, generation Y consumers are the
biggest spenders in Bangkok and relatively young. Therefore, companies should keep in mind to put
innovation and technical futures into developing their green product.
Additionally, green has become very famous over the past year due to environmental problems.
More and more governments, including Thailand, have announced reaching carbon neutrality by 2050 at the
COP26 in London this year (RUJIVANAROM, 2021). It is believed that countries will implement
measurement and higher requirements for products to be sold without added taxes. Therefore, it is
recommended to get listed by the” Office of the Green Label Secretariat Thailand Environment Institute” to
represent their product as an official labeled green product.
Furthermore, it is suggested that prices for green products should be handled with care. According
to the findings, a price that has been set very low could reduce the perceived value of the product. On the
other hand, a price that is too high is not affordable for consumers. Therefore, it is recommended to observe
competitors on their pricing strategy. Furthermore, companies could observe the prices of conventual
products and add a premium on top of its price if it aligns with the net costs of the green product.
According to the findings, a green place is very important for consumers in Bangkok, Thailand. It is
suggested to sell products in places that represent environmental friendliness and agents who comply with
environmentally friendly standards. According to Hossain and Khan (2018), green place includes the
distribution of products. Therefore, deliveries are recommended under environmentally friendly standards
such as freight bicycles, electronic vehicles, or drones. Furthermore, in a wider sense, employees are a
promotional tool as well. It is important to hire employees who can represent the companies’ green values
and give recommendations to the consumer to meet their expectations.
Green promotion has been found as an important dimension by the respondents in Bangkok,
Thailand. According to Mahmoud (2018), green promotion consists of promotional activities such as
advertisements, marketing materials, signs, white papers, websites, public relations, sales promotion, direct
marketing, on-site promotion, videos, and presentations to preserve and protect the environment. Based on
the finding, it is suggested to make sure that promotional measures are environmentally friendly, such as
avoidance of flyers, paper, and business cards. Furthermore, as a part of the promotion, it is suggested to
work together with organizations that preserve the environment in communities and modern global
movement organizations such as “One Percent for the Planet.” Green brand knowledge, as well as the
consumers attitude towards green products, are both personal factors. However, the research findings


revealed that both variables are crucial for consumers' green purchase intention. It is recommended that green
brands do transparent and well informative promotion to increase the consumers' green brand knowledge.
Therefore, companies need to show consumers that they play an integral role in implementing a green
business environment in a highly competitive market. A good explanation of the environmentally friendly
characteristics of a product will increase the consumers' knowledge and further influence their evaluation of
environmentally friendly products (Rios et al., 2006; Suki, 2016). In addition, it is recommended that
companies strengthen, in order to differentiate themselves from competitors. Through the differentiation,
green brands are more noticeable, and consumers will find it easier to detect potential green product remarks
among competitive products. This result may be influenced by providing high-quality green products at
competitive prices, which indirectly raises consumers' awareness and brand knowledge. In this context,
consumers may incline to include their own set of factors in the purchase intention after having more precise
knowledge of green products, such as how they are manufactured, advertised, or packaged. Besides green
brand knowledge, attitude towards green products has shown an even high correlation to green purchase
intention. Proper positioning of the green band can further help meet the consumers' expectations due to their
green attitude and support the consumers' belief that the green products are environmentally friendly. To
further strengthen consumer attitudes towards green brands, it is recommended that companies need to
facilitate a variety of marketing instruments such as excellent product packaging with convincing eco-
labeling on social media platforms.
7. Further Study
This research, however, is subject to several limitations. This study only focuses on the green
marketing mix, green brand knowledge, and attitude towards green products on green purchase intention.
However, practically, there are many more factors that influence consumers' purchase intention, which could
be implemented in further studies. Also, the researcher has only used four dimensions of the green marketing
mix (4 P’s – green marketing, green price, green place, green promotion), which gives room to implement
more dimensions such as the 7 Ps for further studies. The target population of this research was generation Y
consumers might give some gaps for further studies. Another interesting point for further studies would be
researched on generation X, which could be compared with generation Y. This study only focused on
consumers in Bangkok, an amazing metropolitan city for the rest of Thailand. However, over 33 million
people in Thailand live in rural areas, which would give opportunities to investigate further studies in rural
areas in Thailand where consumers have different beliefs, behaviors, and lifestyles. Consumers in
metropolitan cities such as Bangkok tend to have less connection to the environment. Therefore, consumers
in rural areas might have a deeper connection to the environment, which could influence the factors that
influence their green purchase intentions.
Additionally, an idea for further studies could include a comparison between foreigners such as
Europeans and native Thais in Bangkok to see if cultural backgrounds or environmental awareness would
impact the results. The researcher highlights that the timing of the study might have had an impact on this
study. Unfortunately, the Covid-19 pandemic has harmed the economy and even the consumers' purchase
intention. Most people lost their jobs, and therefore, many consumers have less money to spend on consumer
products. Green products are well known for their higher price, which comes into conflict with consumers
who recently came into economic issues, which could have affected the results of this study. Compared to
conventional marketing research, green marketing research is very new and only has limited access to data.
Most quantitative research has been done only within the past ten years, while conventional marketing has
been researched much longer. Unfortunately, this limits the literature that is available for the researcher.


There is a possibility that respondents are biased towards green products due to disappointments or single
negative experiences such as greenwashed brands. In order to limit this issue, further studies should be
conducted on consumers who would call themselves consistent ecologists or regular green shoppers.
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The Impact of Green Marketing Mix and Attitude Towards The Green (SSRN-id3968444)

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Graduate School of Business and Advanced Technology Management 2/2021

Rico Munamba1* and Chompu Nuangjamnong2

Received: xx November 2021; Revised: xx November 2021; Accepted: xx December 2021

JEL Classification Code: B40, D10, M10, M11, M31

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 1

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2. Literature Review and Hypotheses Development

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 2

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2.2 Green Price and Green Purchase Intention

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 3

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2.3 Green Promotion and Green Purchase Intention

2.4 Green Place and Green Purchase Intention

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 4

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2.5 Green Brand Knowledge and Green Purchase Intention

2.6 Attitude towards Green Products and Green Purchase Intention

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 5

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2.7 Conceptual Framework

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 6

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3. Methods and Materials

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 7

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 8

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High school graduate or less 71 17.6%

4.2 Descriptive Analysis with Mean and Standard Deviation

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 9

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 10

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Attitude towards Green Products

4.3 Hypothesis Testing Results

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 11

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 12

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4.4 The Results of Structural Model

5. Discussion and Conclusion

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 13

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 14

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6. Suggestions and Recommendations

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 15

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 16

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Alabo, R. L., & Anyasor, O. M. (2021). GREEN MARKETING AND SUSTAINABILITY OF

@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 17

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 18

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@ Copyright: Munamba, R. & Nuangjamnong, C. (2021) 19

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