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Green Marketing Strategies and Generation Z’s Purchase Intentions: Green Product Image as Mediator

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

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  • Andi Nurul Fadhilah Ayu

    (Hasanuddin University)

Abstract

The study investigates the influence of the green marketing mix (product, price, place, promotion) on Generation Z’s purchase intention, with green brand image as a mediating variable. Using a sample of 200 respondents and structural equation modeling (SEM) for data analysis, the results reveal that green product does not significantly impact purchase intention, indicated by a t-statistic of 0.155 and a p-value of 0.876. In contrast, green price (t-statistic 2.904, p-value 0.004), green place (t-statistic 2.179, p-value 0.029), and green promotion (t-statistic 3.575, p-value 0.000) exhibit a significant positive influence on purchase intention. The analysis also indicates that green product and place significantly influence green brand image, while price does not. Mediation analysis reveals that green brand image does not mediate the relationship between the green marketing mix and purchase intention, as all p-values exceed 0.05. These findings suggest that while certain elements of the green marketing mix directly affect purchase intention, the role of green brand image as a mediator remains limited. Future research should investigate additional mediating factors to better understand Generation Z’s eco-conscious purchasing behaviors.

Suggested Citation

  • Andi Nurul Fadhilah Ayu, 2025. "Green Marketing Strategies and Generation Z’s Purchase Intentions: Green Product Image as Mediator," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 2019-2033, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_162
    DOI: 10.2991/978-94-6463-758-8_162
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