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Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust

Author

Listed:
  • Zhongfu Tan

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Burhan Sadiq

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Tayyeba Bashir

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Hassan Mahmood

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Yasir Rasool

    (Faisalabad Campus Department of Management Sciences, National University of Modern Languages, Faisalabad 38000, Pakistan)

Abstract

This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

Suggested Citation

  • Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5939-:d:815090
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    References listed on IDEAS

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