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Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Author

Listed:
  • Muhammad Ussama Majeed

    (Department of Management Sciences, National University of Modern Languages, Lahore Campus, Lahore 54000, Pakistan)

  • Sumaira Aslam

    (School of Commerce and Accountancy, University of Management and Technology, Lahore 54770, Pakistan)

  • Shah Ali Murtaza

    (Institute of Management and Organizational Sciences, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

  • Szakács Attila

    (Institute of Marketing and Commerce, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

  • Edina Molnár

    (Institute of Management and Organizational Sciences, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary)

Abstract

Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketing tactics to encourage consumers to buy green goods. The intention to buy green products was examined in relation to factors such as eco-labelling, green packaging and branding, and green products, premium, and pricing. This study analyses a model that incorporates green marketing techniques based on the responses of 450 people to a survey. In addition, the paper investigates the moderating effect of green brand image and customer views on the environment on the link between green marketing and green purchase intentions. This study’s framework is confirmed by using structural equation modelling (SEM). The findings of this study show that green marketing methods significantly and positively affect customers’ intentions to make environmentally friendly purchases. When looking at the path coefficient between green marketing techniques and green purchase intents, we discovered that green brand image and customer environmental attitudes considerably moderated this relationship. This study provides regional and international enterprises and governments with information on how to enhance consumers’ intentions to make green purchases. Significant findings from this study support favourable social behaviour toward green marketing. Towards the examination of the consumers’ green purchasing intents, this research underlined the importance and function of green brand image and customer attitudes regarding the environment. The packing of the items should be eco-friendly and prevent excessive paper and plastic packaging. Companies should leverage the environmental features of their products for branding purposes.

Suggested Citation

  • Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11703-:d:918112
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    References listed on IDEAS

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    4. Tong Jia & Shahid Iqbal & Arslan Ayub & Tehreem Fatima & Zeeshan Rasool, 2023. "Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    5. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    6. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.
    7. Gizem Yener & Arzu Secer & Pascal L. Ghazalian, 2023. "What Factors Influence Consumers to Buy Green Products? An Analysis through the Motivation–Opportunity–Ability Framework and Consumer Awareness," Sustainability, MDPI, vol. 15(18), pages 1-15, September.
    8. Syed Shah Alam & Cheng-Kun Wang & Mohammad Masukujjaman & Ismail Ahmad & Chieh-Yu Lin & Yi-Hui Ho, 2023. "Buying Behaviour towards Eco-Labelled Food Products: Mediation Moderation Analysis," Sustainability, MDPI, vol. 15(3), pages 1-20, January.
    9. Tao Xie & Jianguo Du & Kofi Baah Boamah & Lingyan Xu & Mingyue Ma, 2023. "The Internal and External Factors of Environmental Destructive Behavior in the Supply Chain: New Evidence from the Perspective of Brand-Name Products," Sustainability, MDPI, vol. 15(5), pages 1-19, March.

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