Relationship between the green marketing mix and purchase intention of cosmetic products

Name: Zhang Mengzhen

Address: Pathum Thani

Organization : Rajamangala University of Technology Thanyaburi. Faculty of Business Administration. Program in General Management

keyword: Green marketing mix

ThaSH: Cosmetics

Classification :.LCCS: HF 5415

; Marketing strategy

ThaSH: Marketing

; Cosmetic products

Abstract: The purpose of this study was to investigate the relationship between green marketing mix dimensions and purchase intention for cosmetic products among young consumers in China. The sample group used in this study comprised 400 young consumers in China, recruited using a convenient random sampling method and data were collected using a standardized questionnaire. The statistics used to analyze data were descriptive statistics, mean comparison, one-way ANOVA, and Pearson’s correlation coefficient. The study results found that all four dimensions of green marketing, namely green product (0.163), green price (0.610), green promotion (0.699), and green place (0.412), had a statistically significant and positive correlation with consumers’ purchase intention. These results have significant implications for marketing managers and policy makers in the cosmetic industry, as they highlight the importance of implementing effective green marketing strategies to promote environmental conservation and increase purchase intention.

Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology

Address: PATHUM THANI

Email: elibrary@mail.rmutt.ac.th

Name: Sukontip Wongpun

Role: Faculty advisor

Name: Sureerut Inmor

Role: Faculty advisor

Created: 2568

Modified: 2025-02-24

Issued: 2025-02-24

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: THE HF 5415 .M46

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: General Management

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