Analyzing marketing mix to relate the consumers' behavior and beliefs for high involvement goods

Abstract

Green marketing is an elusive concept for most companies especially in the domain of high involvement goods. In a developing country we see that there exist a number of factors that drive purchase of a high involvement good that has a green benefit as well. This study was initiated to evaluate the extended factors and dimensions of the consumer-based brand equity model. The potential moderating constructs of the consumer’s concern regarding the environment and the future ramifications were also considered. The high involvement goods in question were cars which are low on the environmental scale i.e. green cars, hybrid cars and electric cars. Three brands recognizable easily in India were chosen namely Toyota, Chevrolet and Mahindra for the study. The hypotheses have been stated in the paper and the analysis of the primary data and its conclusions have also been presented.