Green Marketing for People and Planet: Analyzing the Green Marketing Mix (7Ps) and Green Knowledge in Repurchase Intentions for Nestlé Bottled Water in Pakistan
Abstract/Description
Purpose - This study investigated the effect of 7P's green marketing mix on consumer repurchase intentions in the bottled water sector of Pakistan incorporating mediating effect of green knowledge.
Design/ methodology/ approach - The research employed a quantitative approach. Four hundred respondents were chosen using the purposive sampling technique.
Findings – The study's findings indicated that green knowledge mediated the relationship between green marketing mix (green products, green prices, green places, green promotions, green people, green processes, and green physical evidence) and repurchase intentions.
Practical Implications – The study guides to develop products and processes that effectively communicate the green attributes that will eventually help build a strong and loyal customer base.
Originality/ value - The study broadens our knowledge of the green marketing mix, green knowledge, and repurchase intention for a major bottled water brand in Pakistan. It uses marketing mix theory to reveal the positive implications of green marketing on consumers.
Keywords
Green marketing mix, Green people, Green process, Green physical evidence, Repurchase intention, Green Knowledge
Track
Marketing
Session Number/Theme
Marketing - Session I
Start Date/Time
13-6-2025 4:10 PM
End Date/Time
13-6-2025 5:30 PM
Location
MCC – 15 AMAN CED Building
Recommended Citation
V Khemani, S., & Ali, M. (2025). Green Marketing for People and Planet: Analyzing the Green Marketing Mix (7Ps) and Green Knowledge in Repurchase Intentions for Nestlé Bottled Water in Pakistan. IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/24
COinS
Green Marketing for People and Planet: Analyzing the Green Marketing Mix (7Ps) and Green Knowledge in Repurchase Intentions for Nestlé Bottled Water in Pakistan
MCC – 15 AMAN CED Building
Purpose - This study investigated the effect of 7P's green marketing mix on consumer repurchase intentions in the bottled water sector of Pakistan incorporating mediating effect of green knowledge.
Design/ methodology/ approach - The research employed a quantitative approach. Four hundred respondents were chosen using the purposive sampling technique.
Findings – The study's findings indicated that green knowledge mediated the relationship between green marketing mix (green products, green prices, green places, green promotions, green people, green processes, and green physical evidence) and repurchase intentions.
Practical Implications – The study guides to develop products and processes that effectively communicate the green attributes that will eventually help build a strong and loyal customer base.
Originality/ value - The study broadens our knowledge of the green marketing mix, green knowledge, and repurchase intention for a major bottled water brand in Pakistan. It uses marketing mix theory to reveal the positive implications of green marketing on consumers.
