A Quantitative Study on Consumer Perception of GreenMarketing Using Statistical and ‎SEM Techniques

  • Authors

    • Suprith M. Research Scholar, (P.T) Department of Commerce, St.Joseph’s College ‎‎(Autonomous), Trichy,‎‎ (Affiliated to Bharathidasan University, Tamil Nadu, India
    • Dr. F. X. Virgin Fraga Research guide & Assistant professor, Department of Commerce (CA), St.Joseph’s ‎College (Autonomous), Trichy, (Affiliated to Bharathidasan University), ‎Trichy, Tamil Nadu, India
    • Dr. Shwetha S. P.‎ Assistant professor, Department of Commerce, Dayananda Sagar College of Arts, Science, and Commerce Shavigemalleshwara hills, Kumaraswamy layout, ‎Bangalore-11
    • Aruna Eswarappa Assistant professor, ‎Department of Commerce and Management ‎, Krupanidhi Degree College ‎‎, 12/1, Chikka Bellandur, Carmelaram Post Varthur Hobli, ‎Bangalore-35‎
    • R. Narahari Prasad Assistant Professor ‎Department of commerce and management ‎RNSFGC ‎RNS Farms Road Channasandra, RR Nagar, ‎Bangalore-98‎
    https://doi.org/10.14419/fbz0e805

    Received date: September 29, 2025

    Accepted date: October 8, 2025

    Published date: November 26, 2025

  • Sustainable Marketing; Customer Attitudes; SEM Techniques; Ecological Awareness; ‎Environmentally Responsible Consumption; Quantitative Analysis; Buyer Behavior.

  • Abstract

    This study provides an in-depth analysis of how consumers perceive green marketing efforts, ‎utilizing advanced statistical tools and Structural Equation Modeling (SEM) to explore the ‎underlying dynamics. Data was gathered from a sample of 1,528 individuals representing ‎eight major metropolitan regions over 18 months. The research investigates various ‎factors that shape environmental awareness and influence the decision-making process behind ‎eco-friendly purchases.‎

    A range of sophisticated analytical methods—such as path analysis, confirmatory factor ‎analysis, and advanced regression models—were applied to identify key relationships ‎between consumer awareness, environmental concern, perceived environmental responsibility, ‎and actual green purchasing behavior. The results indicate that environmental awareness (β = ‎‎0.724, p < 0.001) and perceived value of eco-friendly products (β = 0.658, p < 0.001) are ‎strong predictors of purchasing intent. Additionally, price sensitivity (γ = -0.432, p < 0.001) ‎and product availability (γ = 0.389, p < 0.001) emerged as significant moderating variables.‎

    The study incorporates advanced techniques such as hierarchical linear modeling and ‎structural equation modeling, yielding a high goodness-of-fit index (GFI = 0.943) and a root ‎mean square error of approximation (RMSEA = 0.052), confirming the robustness of the ‎model. This research makes a substantial contribution to the field by offering a comprehensive ‎framework for interpreting consumer behavior in the context of green marketing. It also ‎delivers valuable insights for businesses aiming to develop and implement more effective and ‎sustainable marketing strategies‎.

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  • How to Cite

    M. , S., Fraga , D. F. X. V. ., S. P.‎ , D. S. ., Eswarappa , A. ., & Prasad , R. N. . (2025). A Quantitative Study on Consumer Perception of GreenMarketing Using Statistical and ‎SEM Techniques. International Journal of Accounting and Economics Studies, 12(7), 691-698. https://doi.org/10.14419/fbz0e805