Sustainable buying intention in different purchase situations: A Study

This paper aims to evaluate influence of marketing mix elements and macro environmental variables on Sustainable buying intention of consumers in Habitual and Extended Problem-solving-buying Situations. This can help marketers to modify their propositions as per buying situation. Field study was conducted to capture consumer responses for comparing their purchase intention towards green products in two buying situations. The findings indicate that two out of three factors that influence consumers vary with buying situations. Product Quality, Promotion and Governmental Regulations play different roles in different type of purchase situation. Thus the companies would realize higher product, demand if they focus efforts towards Promotion and Government Regulations in Extended problem-solving-buying situation. In habitual problem-solving-buying situation, companies would benefit by focusing their efforts more towards Quality. This study can be further expanded by including other factors of consumer behavior like lifestyle, reference groups and their inter-linkages in the global context