The effect of green marketing strategy on consumer purchasing behavior: A reaserch on Tunisian generation Z

The objective of this study is to analyse the influence of green marketing strategy on consumers' green buying behaviour in Tunisia. A sum of 400 responses were gathered through a self-directed survey in based on convenience sampling. The survey questionnaire was adopted from the previous study and referenced. The structure of the survey included general questions to first know your respondents and the questions related to study variables such as price, promotion, place, and product considering green marketing to study their green buying behaviour. A conceptual framework was drawn from the study. After collection of the data, the methods used to analyse the data was explained well. To test and interpret the collected primary data descriptive statics, correlation and multiple regression was run. The mediating factors were included in the survey to test the relationship between the two variables green marketing strategy and consumer buying behaviour. The results revealed that there was significant influence of green price, product and promotion on consumer buying behaviour. However, green place was found to have an insignificant relationship with the consumers' buying behaviour. On the basis of results drawn, we further discussed the implications of the study in detail and future areas that could be studied in the relevant topic. Keywords: Buying Behaviour, Green Product, Green Price, Green Promotion, Green Place, Marketing Strategy, Tunis