Abstract

This study examines the antecedents of the green marketing mix and their impact on the purchase intention of eco-friendly products among consumers in North India. Utilizing data from 447 respondents across five north Indian states, the research employs Exploratory Factor Analysis to identify key factors: Green Products, Green Price, Green Place, Green Promotion, and Purchase Intention. Results highlight high reliability in measurement scales and reveal consumers’ strong preference for sustainability. Insights from this study offer valuable guidance for marketers and policymakers aiming to promote sustainable consumption and address environmental challenges in the region.

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