Abstract

This study examined the green marketing mix, customer attitude, and purchase intention toward cosmetic products in Uttarakhand. A cross-sectional, quantitative research design was employed. Using the infinite population method, a sample size of 414 cosmetic consumers was selected, of which 396 valid responses were obtained. The findings showed a significant positive relationship between the green marketing mix and purchase intention (r = 0.831, p < .01), between the green marketing mix and customer attitude (r = 0.891, p < .01), and between customer attitude and purchase intention (r = 0.812, p < .01). Regression analysis indicated that both independent variables green marketing mix (β = .521, p < .05) and customer attitude (β = .348, p < .01)—significantly contributed to variations in purchase intention. Furthermore, the Sobel mediation test demonstrated a significant mediation effect (Z = 4.850; Std. Error = 0.0306128; p = 0.00000124), confirming that customer attitude partially mediates the relationship between the green marketing mix and purchase intention.