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Unlocking eco-friendly market success: the CAC approach to green marketing, green expertise, and green purchase behaviour

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  • Caroline Olufunke Esangbedo

    (Management Northwestern Polytechnical University)

  • Yu Chang

    (Northwestern Polytechnical University)

  • Md. Moynul Hasan

    (Northwestern Polytechnical University
    Comilla University)

Abstract

The purpose of the study was to explore how green marketing strategies (green product, price, place, and promotion) influence green purchase behaviour (GPB) in the B2B context through the cognitive and affective path. In addition, the study explored the moderated mediation role of green expertise in the interactions. The study drew on the Cognitive-Affective-Conative (CAC) theory to explore the path through which green marketing strategies influence GPB. The study collected primary data using a structured cloud-based research questionnaire from 222 emerging green businesses in Nigeria. The data were analysed using descriptive and inferential statistical tools. The hypotheses were tested using a moderated mediation analysis. (Model 7). The study found a direct and positive effect of all green marketing strategies on the cognitive and affective paths. green expertise moderated the effect of green product, place, and promotion on the cognitive component. green expertise moderated the effect of green place on the affective component. The cognitive and affective paths significantly mediated the effect of all green marketing strategies on GPB. The moderated mediation analysis only applied to place strategy through the cognitive path and product strategy through the affective path. Theoretical and practical implications are discussed.

Suggested Citation

  • Caroline Olufunke Esangbedo & Yu Chang & Md. Moynul Hasan, 2025. "Unlocking eco-friendly market success: the CAC approach to green marketing, green expertise, and green purchase behaviour," Italian Journal of Marketing, Springer, vol. 2025(3), pages 267-291, September.
    • Handle: RePEc:spr:ijmark:v:2025:y:2025:i:3:d:10.1007_s43039-025-00116-y
    DOI: 10.1007/s43039-025-00116-y
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