Abstract
The present study investigates the association between green marketing mix strategies and the green buying intentions of consumers in an emerging economy. The focus is on the green buying intentions of millennials towards green personal care products and the impact of green marketing strategies on it. The moderating role of the environmental attitude of consumers and the role of consumers’ demographics as control variables are also assessed. The study used structural equation modeling to corroborate 405 responses of millennial consumers of green personal care products. Multi-group analysis was used to assess the control variables. Findings indicate that green products, green place, and green promotional strategies significantly impact green buying intentions. The moderating role of environmental attitude provided some interesting results. Income and education play a significant role in the green buying intention of different customers. Marketers can expressly understand the critical areas of their strengths and the direction in which the efforts need to be channeled in their upcoming endeavors.