Impact of Marketing Mix on Consumer Attitude and Purchase Intention towards Green Product

Abstract

The notion of "green marketing" arose from companies' growing concern for the natural world. These pioneering enterprises understand the need of aligning their goals with those of their customers and the greater good. Green marketing encompasses a wide variety of actions, such as making subtle adjustments to products, processes, advertisements, and packaging. This research aims to look at how incorporating green marketing mix aspects (product, price, distribution, and promotion) in Sudan affects consumers' propensity to make a purchase. The methodology used here is descriptive and quantitative. A convenience sample was drawn from a list of Khartoum state institutions that provided master's degree programmers in business administration (MBA). There were 417 questionnaires sent out, and 341. The aspects of the green marketing mix were shown to have a statistically significant correlation with consumers' propensity to make a purchase. Mediating and moderating connections found here can be tested in future studies. If the manufacturing farm is to leverage green marketing to the advantage of key stakeholder interests, this research will give better information as input to government policymakers who are responsible for company growth.