A Study on Green Marketing Strategies and Consumer Purchase Intention in the Packaged Fruit Juice Industry

Abstract: Packaged fruit juice is widely marketed as Nutrient-rich and made from natural ingredients; however, its packaging material generates considerable waste, which has encouraged companies to adopt, green marketing. This research examines how green marketing strategies influence consumer buying intention in the packaged fruit juice industry. Green marketing was examined using four factors: green product and packaging, green promotion, green pricing, and green distribution. A structured questionnaire using a five-point Likert scale was conducted, and 158 fully completed questionnaires were assessed. Reliability was acceptable for all constructs (Cronbach's alpha between .76 and .89).Pearson correlation and simple regression demonstrated a strong positive relationship between green marketing strategies and purchase intention (r = .62, p < .001), with green marketing explaining about 38% of the variance in intention. A one-way ANOVA showed that purchase intention showed a significant difference between age categories, F(3, 154) = 3.38, p = .020, with younger respondents indicating higher intention. Green product and packaging was the highest rated dimension, while green pricing was rated least favourably. The study suggests reusable and clearly labelled packaging, trustworthy eco-communication that avoids greenwashing, reasonable pricing of green products, and communication tailored by age.

Keywords: green marketing; purchase intention; packaged fruit juice; sustainable packaging; green consumer behaviour; greenwashing