Philippine E-Journals

The Effect of the Green Marketing Mix on Consumers’ Purchase Intention in the Fashion Retail Industry

Jose Antonio B Santiago

Discipline: Marketing

 

Abstract:

The increasing demand for clothes is expected to grow by 18% – 19% yearly (Statista, 2021). This expected amount of growth results in the fashion retail industry of the Philippines manufacturing heavy amounts of apparel to cater to the demand of the consumers. As of 2019, the world consumes more than 62 million tons of clothes per year, wherein 20% of the clothes consumed are either only reused or recycled (Perez, 2019). This arising problem may result in pollution which can damage our environment. Knowing this information, consumers may lose their interest in purchasing clothes, especially if they are environmentally friendly. This study focused on explaining the effect of the green marketing mixes on purchase intention of consumers as mediated by environmental attitudes. Statistical treatments such as Pearson R Correlation, Descriptive Statistics & Multiple Linear Regression were used alongside interview and related literature to guide this study answer the research objectives and provide relevant insights. The results of this study showed that green products and green places have a significantly positive direct effect on purchase intention while green prices and green promotions have an insignificant positive direct effect on purchase intention. However, through the mediation of environmental attitudes, all the dimensions of the green marketing mix have a significantly positive direct effect on purchase intention, whereas green promotions have the greatest indirect effect on purchase intention.