Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context

The present study investigates the association between green marketing mix strategies and buying intentions of consumers in an emerging economy. focus is on millennials towards personal care products impact it. moderating role environmental attitude consumers’ demographics as control variables are also assessed. used structural equation modeling to corroborate 405 responses millennial products. Multi-group analysis was assess variables. Findings indicate that products, place, promotional significantly intentions. provided some interesting results. Income education play a significant intention different customers. Marketers can expressly understand critical areas their strengths direction which efforts need be channeled upcoming endeavors.