The Impact Of Green Product Government Policies On Consumer Buying Behavior

Green marketing is a concept of producing a product, which are environmentally safe by the environmentally friendly process, whether is related with the product, price,place and promotion. In our study we investigate the aspect of consumer buying behavior regarding environmental advertising by taking policies as a moderator and green product purchase intentions as a mediator along with some other variables like,attitude, ethics, and consumer specific intentions. Unfortunately there are not so many studies studied before regarding the environmental advertising and consumer buying behavior by using government policies. This gap encourages to conduct this study to examine the impact of policies on environmentally responsible consumer buying behavior, As consumer buying behavior is totally depends in the advertising and on policies. For this study data was collected from Hefei, our sample is mostly consisting of youngsters of university. Keeping in view the language barrier the questionnaire was translated into Chinese from English by native Chinese speaker for the better understating of concept to the audience. This dissertation exhibits the positive impact of green product government policies on consumer buying behavior. This is also be proved through empirical analysis by using SPSS and there show a positive correlation between the variables like, advertising attitude, ethics of green advertising,consumer specific intentions, green product purchase intentions, government policies and environmentally responsible consumer buying behavior, In concluding remarks of our study is that green advertising is not only a tool to encourage environment friendly product but it is also be used as a marketing strategy because green marketing is viewed as an impact on a customer satisfaction. And finally this study also open some new windows for the future research as this study is limited to the Hefei, in future it can extended to the others cities as well with different variables like packaging, advertisements style and so on.