Browsing by Author "Bello, Kamal Asaola Ph.D."

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    Exploring the Impact of Green Marketing Mix on Consumer Purchasing Behaviour
    (Department Of Marketing, Faculty Of Management Science, University Of Benin, Benin City, Nigeria, 2024-12) Usman, Bulali,; Abdulraheem, Mulikat Ph.D.; Bello, Kamal Asaola Ph.D.
    In recent years, growing environmental concerns coupled with the increasing emphasis on sustainability have impacted consumer behavior and market dynamics, compelling the development and deployment of green marketing strategies. Hence, green marketing emerges as an essential strategic instrument for businesses to satisfy the changing needs of environmentally conscious consumers by incorporating green elements into their marketing mix. Thus, the objective of this study is to explore empirical findings on the impacts of the four green marketing mix elements of green products, green pricing, green placement, and green promotion on consumer purchasing behavior. To achieve this, the study reviews empirical papers published between 2020 and 2024 and available online from various research databases on the influences of green marketing mix elements on consumer behavior using a systematic review method. The findings reveal that all four elements of the green marketing mix exert significant positive influences on consumer behavioral factors such as purchase intention and purchase decisions. However, certain elements indicated inconsistent impact across contexts and settings. Therefore, businesses that intend to design and implement green marketing should understand the elements that are essential in their operating environments so that they can achieve success in their green marketing programmes. The study is valuable to businesses implementing green marketing strategies and provides clarity to scholars with interests in green marketing and sustainability as well as contributing to the existing body of literature on marketing and consumer behavior.