Understanding the Mediating Effect of Word of Mouth on Green Products Purchase Intention
Mayank Pant1, Anu Sayal2, Mohammad Tariq Intezar3, V K Tangri4

1Mr. Mayank Pant, Research Scholar, Uttaranchal University, Dehradun (Uttarakhand), India.
2Ms Anu Sayal, Ms. Anu Sayal, Assistant Professor, Department of Mathematics, Uttaranchal Institute of Management, Uttaranchal University, Dehradun (Uttarakhand), India.
3Dr. Mohammad Tariq Intezar, Associate Professor, University of Petroleum and Energy Studies Dehradun (Uttarakhand), India.
4Mr. V K Tangri Assistant Professor, Uttarancal University, Uttaranchal Institute of Management, Dehradun (Uttarakhand), India.
Manuscript received on 14 November 2019 | Revised Manuscript received on 03 December 2019 | Manuscript Published on 10 December 2019 | PP: 21-24 | Volume-8 Issue-3S2 October 2019 | Retrieval Number: C10041083S219/2019©BEIESP | DOI: 10.35940/ijrte.C1004.1083S219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Green products are the future and to ensure that we are living a safe and comfortable life without pollution we need to ensure that green marketing helps in making masses aware about the importance of green products so that there is harmony green products are safe and Sensitive to Ecological Concerns or presumed as ‘Safe’ to the Environment. Such products are also considered to be ‘Biodegradable’. In numerous researches conducted in India it was seen that there is knowledge about green products are there but since India is a price conscious market the acceptance level has still not reached the level it should. Green knowledge has been quite prominent and with positive word of mouth, since with the advent of green revolution this paper attempts to see the mediating effect of Mediation, Green purchase Intension, Green revolution. Though, most people understand ‘Green Products’, but whether ‘Word of Mouth can induce them to use these products is the main theme of this research. It is found that such products are required to be reasonably priced so that these affordable by middle classes also. The study found that the ‘Word of Mouth’ is associated in a positive manner with intention to buy green products.
Keywords: Word of Mouth, Mediation, Green Purchase Intension, Green Revolution.
Scope of the Article: Social Sciences