




































BANGLADESH JOURNAL OF MULTIDISCIPLINARY SCIENTIFIC RESEARCH 10(4) (2025), 20-29 

20 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 10 NO 4 (2025) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

EFFECT OF GREEN MARKETING MIX ON GREEN CUSTOMER 

SATISFACTION AND LOYALTY IN KATHMANDU VALLEY                    
                                             

 Gunja Kumari Sah (a)1     Ghanshyam Prasad Shah (b)   
 

(a) Assistant Professor, Patan Multiple Campus, Lalitpur, Tribhuvan University, Nepal; E-mail: gunja.sah@pmc.tu.edu.np 
(b) Principal, Mega National College, Lalitpur, Tribhuvan University, Nepal; E-mail: ghanshyampd.shah@gmail.com 
        

 
A R T I C L E I N F O 

 
 

Article History: 

 

Received: 24th February 2025 

Reviewed & Revised: 24th February 

to 15th June 2025 
Accepted: 17th June 2025 

Published: 20th June 2025 

 
Keywords: 

 
Green Customer Satisfaction, Green  

Customer Loyalty, Green Marketing  

Mix, Social Media 

 
JEL Classification Codes: 

 

      M31, Q56, M14 

       

 

      Peer-Review Model:  

 

      External peer review was done through  
      double-blind method.        

 
A B S T R A C T      

 
In recent years, sustainability has become a key factor in determining customer satisfaction and loyalty. 

In real terms, customers have demonstrated a favorable willingness to pay for sustainable solutions, 

including eco-friendly and eco-efficient goods and services. So, this research examines the impact of the 

green marketing mix on customer satisfaction and loyalty. This study also investigates the mediating 

effect of green customer satisfaction on customer loyalty. The study employed a quantitative research 

design and collected primary data through a structured questionnaire using a purposive sampling 

method from 340 green marketing customers in the Kathmandu Valley. The raw data were imported into 

the Statistical Package for the Social Sciences software to present demographic status and examine the 

internal factor structure reliability using exploratory factor analysis. Next, a measurement model and 

structural equation model were used to convert information into comprehensive knowledge by the 

Analysis of Moment Structure software. The results show that green marketing mix components are 

significant in predicting green customer satisfaction (H4: β = 0.146, p < 0.05) but are insignificant in 

predicting green customer loyalty (H5: β = 0.002, p > 0.05). However, the research also reveals a 

significant mediating effect of green customer satisfaction on loyalty (H6: β = 0.205, p < 0.05). The 

direct impact of green product value, price, and social media information is momentous in the green 

marketing mix. Incorporating a green marketing mix approach into a business's overall marketing plan 

can impressively benefit environmentally conscious enterprises in the Kathmandu Valley by ensuring 

their customers remain loyal and satisfied. 

 
 

© 2025 by the authors. Licensee CRIBFB, USA. This open-access article is distributed under the 

terms and conditions of the Creative Commons Attribution (CC BY) license 

(http://creativecommons.org/licenses/by/4.0).  
            

 

INTRODUCTION 

Ecological and environmental sustainability challenges are growing highly significant in today's world. Everyone is very 

concerned about sustainable growth that does not harm the environment. In the modern era, customers are increasingly 

willing to prioritize sustainable solutions in various products and services (Alessandri, 2025; Yasari et al., 2025). Green 

marketing refers to the process of identifying, promoting, and selling goods and services based on their environmental 

friendliness (Reddy et al., 2023). It is also known as "sustainable marketing" and "eco-friendly marketing," It focuses on 

the benefits and values of environment-friendly goods and services.  

                 One of the significant ideas of this era is to adopt a "go green" or "green program" approach, promoting eco-

friendliness and a "green culture" globally (Parlan et al., 2016).  Consumers view green products as safe, sustainable, and 

healthy. Furthermore, marketers are beginning to recognize the significance of green marketing and promoting items in an 

eco-friendly way. It includes green production processes, product modification, packaging, increasing consumer awareness 

of compliance marketing, and advertising (Abzari et al., 2013; Geap et al., 2018). 

                  Every firm has a preferred marketing mix. Different marketing mixes include four to seven Ps. The four Ps of 

the marketing mix is conventional marketing, which is applied creatively (Abzari et al., 2013; Al Badi, 2018; Mahmoud, 

2019). So, this study also focused on a creative marketing mix. Green product value, pricing, and social media information 

are considered key components of the marketing mix. "Environmentally friendly" goods and services are those that do not 

negatively impact the surrounding landscape and provide product value to their customers (Cao & Hong, 2011; Geap et al., 

2018).  Green pricing provides effective productivity by considering the needs of people, the environment, and profit. It also 

protects the health of consumers. It can be made more valuable by altering its appearance, enhancing its functionality, or 

                                                      
1Corresponding author: ORCID ID: 0000-0003-2461-1394 
© 2025 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/fjj5e816 

 
To cite this article: Sah, G. K., & Shah, G. P. (2025). Effect of Green Marketing Mix on Green Customer Satisfaction and Loyalty in Kathmandu Valley. 

Bangladesh Journal of Multidisciplinary Scientific Research, 10(4), 20-29. https://doi.org/10.46281/fjj5e816 

 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/fjj5e816
https://orcid.org/0000-0003-2461-1394
https://orcid.org/0009-0008-0366-2487


Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

21 

customizing it. Price mix is a crucial component of the marketing mix.  It is generally acknowledged that it is the most 

effective way to reach consumers and influence their purchasing decisions (Hanaysha, 2017). 

                  Social media encompasses a range of digital platforms, apps, and media that enable individuals or groups to 

communicate, collaborate, and share content. Organizations employ social media platforms for many objectives 

(Mehrabioun, 2024). These platforms allow companies to improve their relationship marketing initiatives (Kwayu et al., 

2021). In today's world, social media is almost ubiquitous in providing information.  

                 As of February 2025, there were 5.56 billion internet users globally, representing 67.9% of the world's population. 

Additionally, 5.24 billion people, or 63.9% of the global population, use social media (Statista, 2025). The customer's level 

of satisfaction is influenced by the information available on social media. In this era of technological advancement, social 

media plays a vital role in promoting products and services. Thus, green products, prices, social media promotion, and other 

mixes have a favorable effect on customer satisfaction and loyalty (Hanaysha, 2017; Parlan et al., 2016). 

                Today's commercial world is expanding rapidly, and with it come more complex environmental issues. 

Environmental issues are now strategically important and should be researched and addressed by several stakeholders. 

Environmental protection initiatives are currently expanding in tandem with rising consumer awareness. Consumers and 

businesses are two groups that contribute to preserving environmental sustainability. Environmental conservation is 

currently rising in tandem with rising consumer consciousness (Baral et al., 2020; Bhatta et al., 2009; Hariram et al., 2023; 

Kwayu et al., 2021; Panizzut et al., 2021; Shrestha, 2018).  

                 It is highly valuable to preserve environmental sustainability. Businesses and consumers must cooperate through 

the green marketing mix. A key factor affecting decisions to buy products is the marketing mix. Therefore, a green marketing 

mix has a positive impact on green customer satisfaction and loyalty. Thus, in the Nepalese context, this study investigates 

whether the green marketing mix influences the consumer satisfaction and loyalty of millennials. Thus, the study aims to 

address research issues related to the green marketing mix and its impact on customer satisfaction and loyalty. What are the 

statuses of the green marketing mix in Kathmandu Valley? What is the mediating effect of green satisfaction between the 

green marketing mix and green loyalty? 

                 The assessment of the Kathmandu Valley's green marketing mix status and an investigation of the mediating 

effects of green satisfaction on the relationship between the green marketing mix and green loyalty are among the study's 

objectives outlined in the research difficulties. The study employed a quantitative research methodology to achieve its 

objectives, utilizing a structured questionnaire to collect data from primary sources, including consumers in the Kathmandu 

Valley who were interested in green marketing. Raw data were transformed into information and general knowledge by 

presenting demographic status, conducting exploratory factor analysis to assess the internal factor structure reliability, and 

testing hypotheses using structural equation modeling. 

 

LITERATURE REVIEW  

Jerome McCarthy provides a marketing mix model comprising product, price, promotion, and place (4Ps), which are the 

primary components of an organization's marketing strategy aimed at getting closer to the consumer. The McCarthy 4P 

marketing mix model has stepped in with a renewable P model as developments in marketing strategies and time have 

progressed. The marketing mix expanded to include people, physical evidence, and process factors to address the 

competitive environment in this modern era (Goi, 2009; Kushwaha & Agrawal, 2015; Mehrabioun, 2024). Numerous studies 

have been carried out in the area of the green marketing mix from the perspective of the customer since both consumers and 

businesses have started to pay greater attention to the environmental effects of their actions (Chang & Fong, 2010; Chen, 

2010; Mehrabioun, 2024; Pheng Low & Tan, 1995; Tamim & Akter, 2024) 

 

Green Products, Green Customer Satisfaction, and Loyalty  

A green product refers to materials that are made from recyclable or renewable sources and are safe for both the environment 

and human health (Cao et al., 2021; Chang & Fong, 2010; Geap et al., 2018). The characteristics of a green product include 

high quality, non-toxicity, recyclability, minimal packaging, and long-lasting durability. It is not perishable and of a higher 

caliber than regular items, helping to preserve natural resources for future generations (Kaur et al., 2022; Kushwaha & 

Agrawal, 2015; Okadiani et al., 2019). Green marketing is the practice of promoting eco-friendly goods and services that 

satisfy customer demands without endangering the environment or society (Tamim & Akter, 2024). 

                    Customers desire and choose to purchase environmentally friendly green products to attain product value (Cao 

et al., 2021; Chang & Fong, 2010). A consumer's assessment that a characteristic of a product or service, or the product or 

service itself, is offering a satisfying degree of consumption is known as satisfaction. Green consumer satisfaction refers to 

the feeling that a consumer experiences when their purchase meets a need, want, or desire related to environmental or green 

concerns, fostering green customer loyalty. The result of consumption was that the performance either surpassed or satisfied 

consumers' green demands, legal criteria related to the environment, and societal expectations around sustainability by 

buying its goods and services (Chang & Fong, 2010; Parlan et al., 2016; Shalash, 2021). Green products have encouraged 

companies to become ecologically conscious and opened up new market prospects (Nguyen-Viet, 2023). Green product 

features and quality enhance the value of products and services, which in turn influence customer satisfaction and loyalty, 

as expressed in the following hypotheses. 

 

H1: Green product value has a positive association with the marketing mix. 

 

 

 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

22 

Green Pricing, Green Customer Satisfaction, and Loyalty  

Another primary element of the marketing mix is pricing (Kotler, 2011). The competitive edge is achieved through pricing. 

The marketing mix's price is the sole variable that must be determined about the other three Ps: people, physical evidence, 

and process. A contract value proposed at the tender stage represents the cost of construction services (Pheng Low & Tan, 

1995). The market often sees green products at a premium price (Geap et al., 2018; Mahmoud, 2019; Parlan et al., 2016). 

Every green business bases the cost of its products on both environmental and economic factors.  Discounts for recycling 

packaging are examples of pricing schemes that can be implemented strategically. 

                Green pricing is the process of setting prices for environment-friendly products. These prices may be higher than 

those of conventional non-green products because green products require more expensive raw materials to maintain their 

quality, use safer alternatives to chemicals and other harmful substances, and have higher production costs as a result of 

tighter regulations (Kushwaha & Agrawal, 2015; Mahmoud, 2019; Shalash, 2021). Green pricing programs focus on pricing 

strategies that offer customers value and businesses a fair return while also considering the economic and environmental 

costs associated with production and marketing. Businesses may employ pricing strategies, such as offering refunds for 

returns of recyclable packaging or increasing the cost of environmentally unfriendly goods (Nguyen-Viet, 2023). 

                Green pricing considers sustainability and human health in addition to the three Ps —people, planet, and profit 

(Kaur et al., 2022). According to Mohammad (2015), although the price is thought to have little effect on bank customers' 

contentment, value is important in raising customer satisfaction levels. Therefore, it should not be disregarded. 

 

H2: Green pricing has a positive association with the marketing mix. 

 

Social Media Information, Green Customer Satisfaction, and Loyalty  

Social media advertising is becoming increasingly popular and is growing rapidly due to advancements in internet facilities 

and technology. Social media promotion is becoming a primary mode of communication as more customers actively use 

social media for product searches and purchases (Ktisti et al., 2022). This is a significant marketing strategy that promotes 

products and services quickly through social media about a brand, service, or product (Okadiani et al., 2019). Businesses 

should actively promote their green goods and services using a range of integrated marketing communication channels. This 

endeavor aims to assist and promote consumers' green purchasing decisions by enhancing the reputation of green brands. 

               In addition to drastically changing the green consumption market, the quick development of newsfeed advertising 

technology has also had a significant influence on consumer psychology and behavior. Customers' sensitivity to highly 

sociable green newsfeed advertising varies, which in turn influences their openness to new green products (Cao et al., 2021). 

Green pricing of goods and services refers to pricing strategies that provide consumers with value and businesses with a 

reasonable return while considering the financial and environmental costs associated with manufacturing and marketing 

(Nguyen-Viet, 2023). The social media nature of newsfeed advertising influences how consumers adopt new, 

environmentally friendly goods. The direct and intermediary effects on consumer satisfaction and loyalty were examined 

through the following hypotheses. 

 

H3: Social media information has a positive association with the marketing mix. 

 

Green Marketing Mix with Customer Satisfaction and Green Customer Loyalty  

Customer satisfaction is most widely used to describe how well a particular goods or service meets or exceeds the 

expectations of the customers. Kotler (2011) defines it as a person's feeling of pleasure or disappointment resulting from 

comparing a product's perceived performance (or outcome) with their expectations. The need for businesses to adopt 

sustainable practices and the growing awareness of environmental issues has led to the rise in the popularity of green 

marketing (Tamim & Akter, 2024). 

                It is impossible to overstate the importance of customer satisfaction for a company's continued existence and 

expansion, both practically and conceptually. Businesses may encounter a range of problems and difficulties in trying to 

stay in business when their customers are dissatisfied. The literature has several definitions of what constitutes a satisfied 

client (Hanaysha, 2017).  

                Currently, there is a growing demand for businesses to act more responsibly and sustainably. Businesses are under 

pressure from certain interested groups to decrease their negative impacts on society and the environment. People began 

purchasing products with the fewest adverse environmental impacts, and society at large began to show greater concern for 

the environment as environmentalism gained traction. Furthermore, in recent years, environmental regulations worldwide 

have become increasingly stringent (Chang & Fong, 2010; Park et al., 2020; Parlan et al., 2016; Shalash, 2021). 

                 Environmental commitments and concerns were found to be related to green customer loyalty. Customer 

satisfaction is a significant factor in determining brand loyalty (Yasari et al., 2025). According to several studies, a customer 

is considered to be loyal to a green business (Chang & Fong, 2010; Wong et al., 2023; Zhang et al., 2023). Repurchasing, 

recommending, displaying a willingness to pay more, and buying additional items with an institute are the goals. Green 

consumer satisfaction has a positive influence on green customer loyalty. It is common practice to use customer satisfaction 

data to predict future purchases (Kotler, 2011; Oliver, 1980). Satisfied customers are more likely to recommend that others 

try the source of their satisfaction and make further purchases in the future (Zeithaml et al., 1985). 

                 In addition to being an ecologically conscious marketing tool, the Green Marketing Mix is a comprehensive 

concept that utilizes distribution networks, promotional tools, best pricing practices, and high-quality products to enhance 

customer satisfaction and loyalty directly. Positive brand experiences and environmental principles are more likely to inspire 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

23 

loyalty, which is crucial for long-term company success in a market increasingly concerned with sustainability (Nguyen-

Viet, 2023; Yasari et al., 2025). 

                 The green marketing mix comprises marketing tools, strategies, and components that enable a business to achieve 

its objectives, serve its target market, and minimize environmental impact. In other words, green marketing mix strategies 

aim to achieve the company's strategic objectives while reducing its adverse environmental effects (Nguyen-Viet, 2023). 

                 This study offered two unique constructs: green customer satisfaction and green loyalty. Consumption resulted 

in performance that either matched or beyond consumers' green demands, environmental rules' criteria, and society's 

sustainable expectations for green products and services. The following research hypotheses explain the beneficial 

relationship between green consumer satisfaction and customer loyalty. 

 

H4: Green marketing mix has a positive relationship with customer satisfaction. 

H5: Green marketing mix has a positive relationship with green customer loyalty. 

H6: Green customer satisfaction has a positive relationship with green customer loyalty. 

 

                  A limited literature analysis has focused on the relationship between the green marketing mix and consumer 

satisfaction and loyalty despite an increasing trend in recent years for interest in social media information and the marketing 

mix. Therefore, the goal of this study is to bridge this research gap and provide a comprehensive analysis of the green 

marketing mix and current trends. Although green promotion has been the subject of earlier studies, social media has largely 

overlooked it. Therefore, the study also focused on social media information to fill the research gap. The research framework 

and its hypotheses are presented in Figure 1, based on the study's difficulties and objectives. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Figure 1. Theoretical Framework (Chang & Fong, 2010; Chen, 2010; Mehrabioun, 2024; Pheng Low & Tan, 1995) 

 

                  Figure 1 illustrates green product value, green pricing, and social media information as independent constructs, 

with green customer satisfaction serving as a mediating variable and green customer loyalty as the dependent variable in the 

research. The study aims to investigate the direct impact of a green marketing mix on green customer satisfaction and 

loyalty. Additionally, it examines how green consumer loyalty is mediated by green customer satisfaction. 

 

MATERIALS AND METHODS 

The study employed a quantitative research approach. This study was conducted in Nepal's Bagmati Province, specifically 

in the Kathmandu Valley. The study population consists of customers who purchase green products and services in the 

Kathmandu Valley. The data collected from 340 customers using purposive sampling techniques were sufficient (Sekaran 

& Bougie, 2016) and were gathered through a standardized questionnaire graded on a 5-point Likert scale, with 1 

representing "strongly disagree" and 5 representing "strongly agree" (Joshi et al., 2015; Rasmussen, 1989). Purposive 

sampling techniques are undertaken to get vital data that cannot be obtained through other means (Sharma, 2017; 

Taherdoost, 2016).  

                  Respondents in the Kathmandu Valley were approached and asked to complete questionnaires to collect data. 

Those who frequently bought green products were chosen as respondents. Data were analyzed using SPSS and AMOS 

GREEN 

MARKETING 

MIX 

(GMIX) 

Mediating Construct 

 

 

Green Customer 

Satisfaction (GCS) 
 

 

Green Product Value 

(GPV) 

 

 

Green Pricing (GPR) 
 

 

Social Media 

Information (SMI) 

 

 

Independent Constructs 

Dependent Construct 

 

 

Green Customer 

Loyalty (GCL) 

 

H1 

H2 

H3 

H4 

H5 

H6 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

24 

software to determine the effect of the green marketing mix on customer satisfaction and loyalty. The data were examined 

using structural equation modeling.  

The components of the green marketing mix were extracted using exploratory factor analysis (EFA). The 

components were validated and confirmed using confirmatory factor analysis (CFA). This aim is best served by a structural 

equation modeling (SEM) strategy as it provides a deeper and more comprehensive understanding of the prerequisites and 

assumptions needed for an appropriate green marketing mix. SEM has been a popular analytical tool (Chou & Bentler, 2002) 

because it may efficiently accomplish research goals such as examining the mediating role of customer satisfaction on 

customer loyalty. The measurement model is frequently included before structural equation modeling (Anderson & Gerbing, 

1998; Fornell & Larcker, 1981). 

 

RESULTS 

Demographic Status 

  Table 1. Demographic Status of Respondents 

 
Description of Demographic Status Frequency Percent 

Gender Status Male 153 45  
Female 187 55 

Total 340 100 

Age Status 20-30 86 25.1  
30-40 146 42.8  
40-50 89 26.5  
Above 50 19 5.6 

Total 340 100 

Education Status Literate 24 7.1  
Secondary School Graduates 55 16.2  
Higher Secondary School Graduates 140 41.1  
University Graduates 121 35.6 

Total 340 100 

Profession Status Full-time  145 42.6  
Part-time 119 35.0  
Unemployed 30 8.8  
Retired 23 6.8  
Others 23 6.8 

Total 340 100 

Marital Status Single/Unmarried                                                              151 44.4  
Married 164 48.2  
Widowed 19 5.6 

  Divorced 6 1.8 

Total 340 100 

  

 The survey had 45% male and 55% female responders. The age group of 30 to 40 comprised 42.8% of all replies, 

with the following highest percentages being from 20 to 30 (25.1%), 40 to 50 (26.5%), and above 50 (5.6%). Regarding 

education, the majority of respondents (41.1%) were high school graduates, followed by university graduates (35.6%), 

secondary school graduates (16.2%), and those with a literacy level (7.1%). In terms of profession, the majority of 

respondents were full-time employed (42.6%), followed by part-time employed (35%), unemployed (8.8%), retired (6.8%), 

and those in other categories (6.8%). The bulk of respondents, 48.2%, were married, followed by those who were single or 

unmarried (44.4%), widowed (5.6%), and divorced (1.8%). 

 

Exploratory Factor Analysis 

The research constructs were identified and improved using exploratory factor analysis (EFA). Latent constructs were 

generated for the next stage of the Confirmatory Factor Analysis (CFA) using EFA, explained in Table 2. 

 

Table 2. Rotated Components Matrix 

 
Component 1 2 3 4 5 

GPV1 0.775 
    

GPV2 0.836 
    

GPV3 0.665 
    

GPV4 0.859 
    

GPR1 
 

0.839 
   

GPR2 
 

0.766 
   

GPR3 
 

0.673 
   

GPR4 
 

0.848 
   

SMI1 
  

0.781 
  

SMI2 
  

0.790 
  

SMI3 
  

0.796 
  

SMI5 
  

0.761 
  

GCS1 
   

0.784 
 

GCS2 
   

0.849 
 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

25 

GCS3 
   

0.727 
 

GCS4 
   

0.738 
 

GCL1 
    

0.744 

GCL2 
    

0.825 

GCL3 
    

0.806 

GCL4         0.854 

Extraction Method: Principal Component Analysis.  
 

Rotation Method: Varimax with Kaiser Normalization. 

Rotation converged in 6 iterations.     

 

 Table 2 shows that a sufficient sample size was determined using Bartlett's test of sphericity (χ² = 3183.750; df = 

190, p < 0.000). The KMO value was 0.774. A total of 67.453% of the variation was explained by five components that 

were retrieved. The associated factor was assigned to the scale item with a factor loading greater than 0.5. GPV5, GPR5, 

SMI4, GCS5, and GCL5 were removed from the scale due to low factor loadings of less than 0.5. This facilitates additional 

measurements and analysis using structural models. 

 

Confirmatory Factor Analysis 

Confirmatory Factor Analysis (CFA) was used to assess the validity and reliability of the latent factor used to estimate the 

green marketing mix, satisfaction, and consumer loyalty. The findings of this model were satisfactory, CMIN/DF = 3.285, 

GFI =.886, CFI =.890, RMSEA =.082, RMR =.033(Anderson & Gerbing, 1998; Chou & Bentler, 2002). Convergent and 

discriminant validity were examined to verify validity. According to Chou and Bentler (2002) and Fornell and Larcker 

(1981), the average variance explained (AVE) value must first exceed the cut-off value of 0.5. Second, the average shared 

variance (ASV) and maximum shared variance (MSV) should be less than the AVE value. 

 

Table 3. Validity of the Model 

 
 Construct CR AVE MSV MaxR(H) GPV GPR SMI GCS GCL 

GPV 0.851 0.590 0.352 0.866 0.768 
    

GPR 0.831 0.559 0.297 0.876 0.350 0.748 
   

SMI 0.850 0.588 0.352 0.857 0.593 0.545 0.767 
  

GCS 0.778 0.549 0.042 0.886 0.177 0.076 0.118 0.741 
 

GCL 0.829 0.550 0.042 0.847 0.062 0.012 0.020 0.205 0.742 

 

 Table 3 shows that the AVE for every construct is more than 0.5. AVE is greater than MSV and ASV for each 

latent variable. This led to the validation of the measurement model's discriminant validity. Convergent validity is next in 

line of need. This requires that the construct reliability (CR) value be larger than AVE and above 0.7. According to Table 

2, all of the latent variables have CR values larger than 0.70 and CR values greater than AVE values. It was for this reason 

that the validity of convergence was confirmed.  

 
Figure 2. Measurement Model 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

26 

Structural Equation Modeling 
  Structural Equation Modeling (SEM) is the next analytical step after confirming the measurement model's validity and 

reliability in CFA. In Figure 3, the structural equation model is displayed. 

 
Figure 3. Structural Equation Model 

 

The variation explained by the structural model was used to assess the model's efficacy. Moreover, AMOS 

generates P values for the model's overall fit statistics and estimates of regression weights across parameters in the SEM, 

including dependent, independent, and mediating components.  

 

Hypothesis Testing 

Table 4. Standardized Regression for Hypothesis Testing  

 
Hypotheses Description of Constructs Standard Estimate P-Values Remarks 

H1 GPV <--- GMIX 0.633 0.031 Supported 

H2 GPR <--- GMIX 0.576 0.033 Supported 

H3 SMI <--- GMIX 0.938 0.039 Supported 

H4 GCS <--- GMIX 0.146 0.001 Supported 

H5 GCL <--- GMIX 0.002 0.974 Not Supported 

H6 GCL <--- GCS 0.205 0.002 Supported 

 

Table 4 explains that the regression coefficients for green product value, price, and social media information were 

significant for the green marketing mix. So, H1, H2, and H3 were supported. The result also explains the mediating effect of 

green customer satisfaction on the relationship between the green marketing mix and customer loyalty. According to the 

research's findings, the regression coefficient elements of the green marketing mix have a favorable impact on green 

customer satisfaction but a negligible impact on green customer loyalty. So, H4 was significantly associated, but H5 was not 

supported. However, green satisfaction has a favourable influence on green customer loyalty. Therefore, H6 was 

significantly associated.  

 

 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

27 

DISCUSSIONS 

All stakeholders now place a greater emphasis on "green" concerns due to growing stakeholder demand to protect the 

environment, tighter regulations, and growing public sensitivity (Baral et al., 2020; Kwayu et al., 2021; Nguyen-Viet, 2023; 

Panizzut et al., 2021; Shrestha, 2018). Green marketing is an emerging concept of marketing (Kotler, 2011). It is 

characterized as an integrated, holistic approach that continuously reassesses how businesses can meet customer requests, 

meet green business objectives, and minimize long-term ecological harm (Nguyen-Viet, 2023). 

The research revealed that green product value, price, and social media information have a significant influence on 

the green mix. The research also found that a green marketing mix has a significant effect on green customer satisfaction 

but is insignificant on green customer loyalty. Chang and Fong (2010) also reported that green product quality is positively 

associated with green customer satisfaction. Therefore, green manufacturers must consider practical green ideas for their 

product features to increase product value and price and provide timely information through widely accepted social media 

platforms.  However, Novela et al. (2018) found that green prices and social media information had no significant impact 

on customer satisfaction. Kushwaha and Agrawal (2015) stated that green prices and products had no significant influence 

on customer satisfaction but were more crucial than people, physical evidence, and process.   

The study also reported a mediating significant influence of green customer satisfaction on green customer loyalty. 

Nguyen et al. (2025) also noted that eco-friendly materials are beneficial in promoting sustainable ideals and enhancing 

consumer trust.  Stronger brand connections, perceived quality, and customer satisfaction can build loyalty. It is possible 

through a consumer-centric marketing approach that emphasizes transparency and concrete sustainability initiatives. This 

can increase customer commitment and lifetime value (Yasari et al., 2025). Novela et al. (2018) reported that the green 

marketing components, such as people and physical evidence factors, were significantly related to customer satisfaction, 

while product, price, promotion, people, and physical evidence were not significantly related to them or only partially 

related. This study presents the theoretical and practical strategies and tactics that businesses and governments in developing 

nations employ to effectively utilize green marketing components, including green products, pricing, and social media 

promotion, thereby increasing customer satisfaction and loyalty. 

 

CONCLUSIONS 

The green marketing mix is more than simply an environmentally friendly marketing tool and technique. It is a holistic 

strategy that directly boosts customer satisfaction and loyalty through responsible product value, pricing, and promotion 

mix. Customers who have great experiences and share environmental values are more likely to remain loyal. Thus, 

satisfaction becomes a key component in building loyalty in a market where sustainability is becoming an increasingly 

important concern. This research focuses on green marketing mix issues related to green satisfaction and loyalty. Therefore, 

the study aims to address research questions on the impact of the green marketing mix on client satisfaction and its influence 

on green loyalty. 

 Green products are a vital component of the global effort to protect the environment and utilize natural resources 

sustainably. These strategies include energy conservation, recycling, and the use of natural and eco-friendly production 

methods. The study's findings supported the notion that some aspects of the value of green products, including price and 

social media, significantly impacted the green marketing mix. A significant positive relationship exists between the green 

marketing mix, which encompasses the value of green products, prices, and social media information, and customer 

satisfaction and loyalty. This finding is corroborated by earlier studies that have shown the green marketing mix to have a 

significant influence on green purchase intention, attitude, satisfaction, and loyalty (Ishaswini & Datta, 2011; Novela et al., 

2018; Panahi et al., 2014). However, the green mix has a significant influence on customer satisfaction but is insignificant 

in terms of loyalty.  

 The advantages and effects of a green marketing mix take time to manifest and are not always evident. Therefore, 

a long-term or strategic plan is necessary for a green business rather than a short-term one. The green manufacturer should 

carefully manage their activities to avoid turning to immoral means of profit-making. Therefore, businesses must incorporate 

sustainable components and change their emphasis from being motivated to being responsible. The study only included the 

green product value, pricing, and social media information as the most important elements to represent the green marketing 

mix. However, due to limited time, other secondary marketing mixes, such as people, processes, and physical evidence, 

were avoided. Further study might be beneficial in examining the influence of secondary components of green marketing 

on customer satisfaction and loyalty. 

 The study's implications highlight the importance of strategically incorporating sustainability into social media 

content and the value of green products. Aligning their green marketing mix practices with consumers' environmental ideals, 

particularly through the incorporation of ethical product attributes, accessible pricing, and engaging social media 

promotions, can help green firms increase customer satisfaction and loyalty. This study offers new insights into the context 

of sustainable development by identifying green pleasure as a crucial element influencing consumer loyalty. 

 
 

Author Contributions: Conceptualization, G.K.S.; Methodology, G.K.S. and G.P.S.; Software, G.K.S; Validation, G.K.S. and G.P.S.; Formal Analysis, 
G.K.S.; Investigation, G.K.S. and G.P.S.; Resources, G.K.S.; Data Curation, G.K.S.; Writing – Original Draft Preparation, G.K.S.; Writing – Review & 

Editing, G.P.S.; Visualization, G.K.S.; Supervision, G.P.S.; Project Administration, G.K.S.; Funding Acquisition, G.K.S. and G.P.S.; Authors have read 

and agreed to the published version of the manuscript. 
Institutional Review Board Statement: Ethical review and approval were waived for this study, as the research does not involve vulnerable groups or 

sensitive issues. 
Funding: Authors received no funding for this research.  

Acknowledgment: We express our gratitude to the survey respondents, anonymous reviewers, and editors for their insightful feedback and 

recommendations, which helped improve the manuscript. 



Sah & Shah, Bangladesh Journal of Multidisciplinary Scientific Research 10(4) (2025), 20-29

 

28 

Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. 

Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly available 

due to restrictions. 

Conflicts of Interest: The authors declare no conflict of interest.                                                                                                                                                                                                                                   
 

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