The Impact of Green Marketing Mix (4Ps): A Meta-Analytic Review

Abstract

This meta-analysis examines the impact of green marketing strategies on consumers' green purchase intention. It based on evidence from 8 quantitative studies that include a total of 3071 subjects. It gives particular emphasis to the 4Ps approach: price, place, green product and promotion. The random-effects model yielded an average Fisher r-to-z transformed correlation coefficient of 0.463 (95% CI: 0.333–0.593), which highlights a average positive relationship between green marketing practices and purchase intention among consumers. Promotion was the strongest predictor (r = 0.514), followed by price, product and place. Sensitivity analysis provided the stability of findings, in that most of the studies contributed to a minimum effect on total effect size and heterogeneity. However, one outlier study made a disproportionate contribution to heterogeneity, which suggested that there are context-specific variations in the relationship between green marketing and purchase intention.