ABSTRACT
The preservation of a sustainable environment has become a global movement to fight pollution and degradation of environment. Green marketers should perform continuous analysis, which is necessary in sustainable consumption pattern and green purchasing options to promote and maintain their competitive advantage. However, the relevance of green marketing mix strategy on fast-moving consumer goods purchase has yet to be further understood during COVID-19 pandemic. Thus, the objective of the study is to examine the relationship between green marketing mix, satisfaction, word-of-mouth, consumer attitudes, and green purchase behaviour of fast-moving consumer goods (FMCG). An online survey was done on 198 samples amongst students located in a public university during the COVID-19 pandemic. The results showed that price and satisfaction are significantly related to green purchase behaviour. This implies that managers should seek to sell green FMCG goods at the reasonable price while preserving consumers' satisfaction so as to encourage consumers to purchase green FMCG goods. Future research may employ the model in other settings or comparing the findings in post-COVID situations. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.