Over the past decade, air pollution in Mongolia has been a growing issue and now capital Ulaanbaatar city has the second highest level of air pollution in the world. This is not only a Mongolian problem; it has become global concern. Most of the countries, around the globe have already tended to decrease air pollution and environmental issues. The aim of this study is exploring the influence of the four traditional marketing mix elements on attitude and purchasing intentions of Mongolian consumers of green products.
This study used quantitative method with primary data collected from consumers in Mongolia and structured questionnaire to understand consumer purchasing intention towards green products in that country. Total 204 questionnaires were computed and analyzed through factor analysis, reliability analysis, correlation analysis and regression.
The results of this study show that, in Mongolian market most of the respondents are more willing to purchase green food product than other types of green products. Furthermore, this study provides a better understanding of the factors influencing consumer purchase intention in Mongolia. The results of this study will help the business to consumer (B2C) process of Mongolia and will provide a better understanding of consumer purchase intention, and therefore, encouraging the manufacturer to produce more green products.
Keywords: Mongolia, Green marketing, Green products, Marketing Mix elements, Consumer attitude, Consumer purchase intention
