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Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

Author

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  • Mladen Pancić

    (Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia
    These authors contributed equally to this work.)

  • Hrvoje Serdarušić

    (Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia
    These authors contributed equally to this work.)

  • Dražen Ćućić

    (Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia
    These authors contributed equally to this work.)

Abstract

Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating the moderating effects of green awareness on these relationships and examining how green satisfaction influences the connection between green marketing and loyalty Research gaps include the unexplored integrated effects of green marketing on consumer repurchase intentions and the moderating roles of green awareness and green satisfaction in these relationships. Using Smart PLS 3.3.3, this study used structural equation modeling (SEM) to test the direct and moderating effects of green satisfaction and awareness. This study used a non-probabilistic sampling technique to target 371 final consumers on social media. The results suggest that green marketing positively impacted all green outcomes and that green advertising, brand loyalty, brand equity, and brand innovativeness positively impacted repurchase intention. However, this study found no significant moderating effects of green satisfaction and green awareness on the relationships between the green outcomes. The findings provide important insights for companies looking to implement green marketing strategies and offer potential avenues for future research.

Suggested Citation

  • Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:16:p:12534-:d:1219726
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    1. Siwen Su & Yannan Li, 2024. "Exploring the Impact of the Green Marketing Mix on Environmental Attitudes and Purchase Intentions: Moderating Role of Environmental Knowledge in China’s Emerging Markets," Sustainability, MDPI, vol. 16(24), pages 1-18, December.
    2. Tung-Lai Hu & Chuang-Min Chao & Chia-Hung Lin, 2024. "The Role of Social Media Marketing in Green Product Repurchase Intention," Sustainability, MDPI, vol. 16(14), pages 1-23, July.
    3. Hong Joo Lee, 2023. "A Study on Korean Customers’ Intentions to Repurchase for the Sustainable Growth of the Athleisure Market," Sustainability, MDPI, vol. 16(1), pages 1-24, December.
    4. Wen-Shin Huang & Tzung-You Tsai & Kung-Ling Lai & Han-Shen Chen, 2024. "Analyzing Consumer Motivations and Behaviors Towards Upcycled Food from an Environmental Sustainability Perspective," Agriculture, MDPI, vol. 14(11), pages 1-18, November.
    5. Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
    6. Xiaofang Lin & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Unveiling the effect of social media marketing activities on logistics brand equity and reuse intention," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    7. Ashish Ashok Uikey & Ruturaj Baber & Zericho R Marak, 2025. "Transforming Green Transparency into Green Brand Loyalty and Repurchase Intentions: The Role of Brand Image and Credibility among Electric Vehicle Users," Post-Print hal-04925852, HAL.
    8. Hellena Mohamedy Mushi, 2025. "Enhancing Brand Loyalty in Tanzanian Public Higher Education Institutions," Marketing and Branding Research, EUROKD, vol. 12(1), pages 21-38.

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