Preferences of Bangladeshi Young Consumers Towards Attributes of Green Marketing Mix: Development and Validation of the Index Through a Multi-Method Study

This study provides a 15-item, five-dimensional, statistically significant green marketing mix index that is appropriate for developing nations. Nine hundred ninety-six basic data points gathered from a survey of young Bangladeshi consumers form the basis of the suggested index. Dimension-wise results showed that the suggested index lacks "place," a crucial component of the traditional marketing mix. Nonetheless, two new aspects of the green index are discovered to be "packaging" and "public relations." The authors carried out a second study to gather the industry leaders' expert perspectives through focus groups and in-depth interviews in order to provide contextual explanations for the somewhat odd findings. By taking into account the results of both qualitative and quantitative research, the current study provides an operational definition of a green product for developing countries. The creation of instructional websites about greening, visiting educational institutions to teach young people about greening, and providing items in basic biodegradable packaging are the top priorities of customers, according to item-by-item qualitative results.