Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Green Brand Knowledge
2.2. Environmental Knowledge
2.3. Attitude
2.4. Green Image
2.5. Green Trust
3. Material and Methodology
4. Measurement Instruments
5. Structural Model
6. Discussion
7. Conclusions
8. Implications
9. Limitations and Future Research
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
- Paiva, T. Green Marketing. In Encyclopedia of Organizational Knowledge, Administration, and Technology; IGI Global: Hershey, PA, USA, 2021; pp. 2042–2055. [Google Scholar]
- Bailey, A.A.; Mishra, A.S.; Tiamiyu, M.F. Green advertising receptivity: An initial scale development process. J. Mark. Commun. 2014, 22, 327–345. [Google Scholar] [CrossRef]
- Szabo, S.; Webster, J. Perceived greenwashing: The effects of green marketing on environmental and product perceptions. J. Bus. Ethics 2021, 171, 719–739. [Google Scholar] [CrossRef]
- Shabbir, M.; Sulaiman, M.B.A.; Al-Kumaim, N.H.; Mahmood, A.; Abbas, M. Green Marketing Approaches and Their Impact on Consumer Behavior towards the Environment—A Study from the UAE. Sustainability 2020, 12, 8977. [Google Scholar] [CrossRef]
- D’Souza, C.; Taghian, M.; Sullivan-Mort, G.; Gilmore, A. An evaluation of the role of green marketing and a firm’s internal practices for environmental sustainability. J. Strat. Mark. 2015, 23, 600–615. [Google Scholar] [CrossRef]
- Mursandi, D.A.; Sudirman, H.A.; Militina, T. The impact of green marketing and corporate social responsibility on brand image, purchase intention, and purchase decision (study on the body shop in samarinda). IJEBAR 2020, 4, 13. [Google Scholar]
- Grimmer, M.; Woolley, M. Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. J. Mark. Commun. 2014, 20, 231–250. [Google Scholar] [CrossRef]
- Khan, E.A.; Royhan, P.; Rahman, M.A.; Mostafa, A.; Rahman, M.; Rahman, M. The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies. Sustainability 2019, 12, 221. [Google Scholar] [CrossRef] [Green Version]
- Bokil, Y.; Sinha, D.K. Green Marketing and Mindful Consumption for Sustainable Development. Cent. Asian J. Innov. Tour. Manag. Financ. 2021, 2, 4–7. [Google Scholar]
- Chen, Y.S.; Chang, C.H. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Manag. Decis. 2012, 50, 502–520. [Google Scholar] [CrossRef]
- Jaiswal, D.; Kant, R. Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. J. Retail. Consum. Serv. 2018, 41, 60–69. [Google Scholar] [CrossRef]
- Sukhu, A.; Scharff, R. Will ‘doing right’lead to ‘doing well’? An examination of green behavior. J. Consum. Mark. 2018, 35, 169–182. [Google Scholar] [CrossRef]
- Esteves, M.C.; Dean, D.; Balzarova, M. Assessment of building products attributes—A comparative study between eco-labelled and non-eco-labelled products available in the New Zealand market. Sustain. Prod. Consum. 2017, 10, 100–109. [Google Scholar] [CrossRef] [Green Version]
- Liu, Y.; Li, F.; Su, Y. Critical Factors Influencing the Evolution of Companies’ Environmental Behavior: An Agent-Based Computational Economic Approach. SAGE Open 2019, 9, 15. [Google Scholar] [CrossRef] [Green Version]
- Kanchanapibul, M.; Lacka, E.; Wang, X.; Chan, H.K. An empirical investigation of green purchase behaviour among the young generation. J. Clean. Prod. 2014, 66, 528–536. [Google Scholar] [CrossRef]
- Song, L.; Lim, Y.; chang, P.; Guo, Y.; Zhnag, M.; Wang, X.; Yu, X.; Rlehto, M.; Cai, H. colabel′s role in informing sustainable consumption: A naturalistic decision making study using eye tracking glasses. J. Clean. Prod. 2019, 218, 685–695. [Google Scholar] [CrossRef]
- Song, Y.; Qin, Z.; Qin, Z.J.S.O. Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. SAGE Open 2020, 10, 2158244020963573. [Google Scholar] [CrossRef]
- Atkinson, L.; Rosenthal, J. Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. J. Advert. 2014, 43, 33–45. [Google Scholar] [CrossRef]
- Suki, N.M. Green product purchase intention: Impact of green brands, attitude, and knowledge. Br. Food J. 2016, 118, 2893–2910. [Google Scholar] [CrossRef]
- Jansson, J. Consumer eco-innovation adoption: Assessing attitudinal factors and perceived product characteristics. Bus. Strat. Environ. 2011, 20, 192–210. [Google Scholar] [CrossRef]
- Deari, H.; Isejni, S.; Ferati, R. Green Marketing and Consumer Behavior towards Green Brands. Int. J. Progress. Sci. Technol. 2020, 23, 4–11. [Google Scholar]
- Situmorang, T.P.; Indriani, F.; Simatupang, R.A. Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green Brand. J. Asian Financ. Econ. Bus. 2021, 8, 491–499. [Google Scholar]
- Zahid, M.M.; Ali, B.; Ahmad, M.S.; thurasamy, R.; Amin, N. Factors affecting purchase intention and social media publicity of green products: The mediating role of concern for consequences. Corp. Soc. Responsib. Environ. Manag. 2018, 25, 225–236. [Google Scholar] [CrossRef]
- Cerri, J.; Testa, F.; Rizzi, F. The more I care, the less I will listen to you: How information, environmental concern and ethical production influence consumers’ attitudes and the purchasing of sustainable products. Corp. Soc. Responsib. Environ. Manag. 2018, 175, 343–353. [Google Scholar] [CrossRef]
- Mo, J.; Ren, F. Discrete Element Analysis on the Correlation between Marketing Means and Economic Benefits of Island Ecotourism. J. Coast. Res. 2020, 103, 1038–1041. [Google Scholar] [CrossRef]
- Shah, M.B.H. The Impact of Green Marketing Mix on Purchase Intention of Customers in Karachi, Pakistan. RJ J. Bus. Manag. Soc. Sci. 2021, 1, 1. [Google Scholar]
- Aaker, D. Brand Equity; Simon & Schuster: New York, NY, USA, 1991; pp. 347–356. [Google Scholar]
- MacDougall, A.S.; Caplat, P.; Olofsson, J.; Siewert, M.B.; Bonner, C.; Esch, E.; Lessard-Therrien, M.; Rosenzweig, H.; Schäfer, A.K.; Raker, P.; et al. Comparison of the distribution and phenology of Arctic Mountain plants between the early 20th and 21st centuries. Glob. Chang. Biol. 2021, 27, 5070–5083. [Google Scholar] [CrossRef] [PubMed]
- Tao, K.; Xiao, H.; Ye, J. Network Transaction Cost Advantage and Its Effects on Shopping Intention in Coastal Economic Zone. J. Coast. Res. 2020, 103, 60–64. [Google Scholar] [CrossRef]
- Hashim, M.I.; Le, H.T.; Chen, T.H.; Chen, Y.S.; Daugulis, O.; Hsu, C.W.; Jacobson, A.J.; Kaveevivitchai, W.; Liang, X.; Makarenko, T.; et al. Dissecting porosity in molecular crystals: Influence of geometry, hydrogen bonding, and [π··· π] stacking on the solid-state packing of fluorinated aromatics. J. Am. Chem. Soc. 2018, 140, 6014–6026. [Google Scholar] [CrossRef]
- Keller, K.L. Conceptualizing, measuring, and managing customer-based brand equity. J. Mark. 1993, 57, 1–22. [Google Scholar] [CrossRef]
- Villagra, N.; Monfort, A.; Herrera, J.S. The mediating role of brand trust in the relationship between brand personality and brand loyalty. J. Consum. Behav. 2021, 20, 1153–1163. [Google Scholar] [CrossRef]
- Sharma, N.; Saha, R.; Sreedharan, V.R.; Paul, J. Relating the role of green self-concepts and identity on green purchasing behaviour: An empirical analysis. Bus. Strat. Environ. 2020, 29, 3203–3219. [Google Scholar] [CrossRef]
- Pagiaslis, A.; Krontalis, A.K. Green Consumption Behavior Antecedents: Environmental Concern, Knowledge, and Beliefs. Psychol. Mark. 2014, 31, 335–348. [Google Scholar] [CrossRef]
- Yadava, R.; Pathak, G.S. Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. J. Clean. Prod. 2016, 135, 732–739. [Google Scholar] [CrossRef]
- Nur Shidiq, A.M.; Widodo, A. Green Product Purchase Intention. JSAB 2018, 2, 60–73. [Google Scholar] [CrossRef]
- Zhou, Z.; Zheng, F.; Lin, J.; Zhou, N. The interplay among green brand knowledge, expected eudaimonic well-being and environmental consciousness on green brand purchase intention. Corp. Soc. Responsib. Environ. Manag. 2021, 28, 630–639. [Google Scholar] [CrossRef]
- Bhaskaran, S.; Polonsky, M.; Cary, J.; Fernandez, S. Environmentally sustainable food production and marketing: Opportunity or hype? Br. Food J. 2006, 108, 677–690. [Google Scholar] [CrossRef] [Green Version]
- Martin, B.; Simintiras, A.C. The impact of green product lines on the environment: Does what they know affect how they feel? Mark. Intell. Plan. 1995, 13, 16–23. [Google Scholar] [CrossRef]
- Rahbar, E.; Abdul Wahid, N. Investigation of green marketing tools’ effect on consumers’ purchase behavior. Bus. Strategy Ser. 2011, 12, 73–83. [Google Scholar] [CrossRef]
- Chen, Y.-S. The driver of green innovation and green image—Green core competence. J. Bus. Ethic 2007, 81, 531–543. [Google Scholar] [CrossRef]
- Onel, N.; Ozcan, T. Association, Evaluating Green Products: The Influence of Package Appearance on Consumer Decision-making and Purchase Likelihood. In Proceedings of the Northeast Business & Economics Association, Galloway, NJ, USA, 25–27 October 2018; pp. 239–240. [Google Scholar]
- García-De-Frutos, N.; Ortega-Egea, J.M.; Martínez-Del-Río, J. Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions. J. Bus. Ethic 2016, 148, 411–435. [Google Scholar] [CrossRef]
- Gul, R.F.; Liu, D.; Jamil, K.; Baig, S.A.; Awan, F.H.; Liu, M. Linkages between market orientation and brand performance with positioning strategies of significant fashion apparels in Pakistan. Fash. Text. 2021, 8, 1–9. [Google Scholar] [CrossRef]
- Jamil, K.; Liu, D.; Gul, R.F.; Hussain, Z.; Mohsin, M.; Qin, G.; Khan, F.U. Do remittance and renewable energy affect CO2 emissions? An empirical evidence from selected G-20 countries. Energy Environ. 2021, 13, 9636. [Google Scholar] [CrossRef]
- Mahmoud, S.M.; Mohamad, A.A. A study of efficient power consumption wireless communication techniques/modules for internet of things (IoT) applications. Adv. Internet Things 2016, 6, 19–29. [Google Scholar] [CrossRef] [Green Version]
- Rathnayake, P.; Siyambalapitiya, J.; Perera, K. Investigation of the Impact of Green Marketing Tools on Customer Purchase Intention of Fast Moving Consumer Goods: With Special Reference to the Youth Sector. In Proceedings of the International Conference on Marketing Management 2020, Kuala Lumpur, Malaysia, 14 March 2020. [Google Scholar]
- Hamzah, M.I.; Tanwir, N.S. Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. J. Clean. Prod. 2021, 279, 123643. [Google Scholar] [CrossRef]
- Xu, X.; Wang, S.; Yu, Y. Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Sci. Total. Environ. 2019, 704, 135275. [Google Scholar] [CrossRef]
- Awan, F.H.; Dunnan, L.; Jamil, K.; Gul, R.F.; Guangyu, Q.; Idrees, M. Impact of Role Conflict on Intention to leave Job with the moderating role of Job Embeddedness in Banking sector employees. Front. Psychol. 2021, 19, 4866. [Google Scholar] [CrossRef]
- Wang, L.; wong, P.P.W.; Elagas, E.N. Antecedents of green purchase behaviour: An examination of altruism and environmental knowledge. Int. J. Cult. Tour. Hosp. Res. 2020, 14, 63–82. [Google Scholar] [CrossRef]
- Yusof, J.M.; Musa, R.; Rahman, S.A. The effects of green image of retailers on shopping value and store loyalty. Procedia-Soc. Behav. Sci. 2012, 50, 710–721. [Google Scholar] [CrossRef] [Green Version]
- Mostafa, M.M. Gender differences in Egyptian consumers’ green purchase behaviour: The effects of environmental knowledge, concern and attitude. Int. Consum. Stud. 2007, 31, 220–229. [Google Scholar] [CrossRef]
- Wang, S.; wang, J.; Wang, Y.; Yan, J.; Li, J. Environmental knowledge and consumers’ intentions to visit green hotels: The mediating role of consumption values. J. Travel Tour. Mark. 2018, 35, 1261–1271. [Google Scholar] [CrossRef]
- Jamil, K.; Dunnan, L.; Gul, R.F.; Shehzad, M.U.; Gillani, S.H.; Awan, F.H. Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era. Front. Psychol. 2021, 12, 808525. [Google Scholar] [CrossRef] [PubMed]
- Pothitou, M.; Hanna, R.F.; Chalvatzis, K. Environmental knowledge, pro-environmental behaviour and energy savings in households: An empirical study. Appl. Energy 2016, 184, 1217–1229. [Google Scholar] [CrossRef]
- Fielding, K.S.; Head, B.W. Determinants of young Australians’ environmental actions: The role of responsibility attributions, locus of control, knowledge and attitudes. Environ. Educ. Res. 2012, 18, 171–186. [Google Scholar] [CrossRef]
- Ogiemwonyi, O.; Harun, A.B. Key Issues and Challenges of Green Consumer in Consuming Green Product an Insight from the emerging country: Malaysia. Int. J. Psychosoc. Rehabil. 2019, 14, 514–528. [Google Scholar]
- Fishbein, M. An investigation of the relationships between beliefs about an object and the attitude toward that object. Hum. Relat. 1963, 16, 233–239. [Google Scholar] [CrossRef]
- Vallerand, R.J.; Deshaies, P.; Cuerrier, J.-P.; Pelletier, L.G.; Mongeau, C. Ajzen and Fishbein′s theory of reasoned action as applied to moral behavior: A confirmatory analysis. J. Personal. Soc. Psychol. 1992, 62, 98. [Google Scholar] [CrossRef]
- Ajzen, I. From intentions to actions: A theory of planned behavior. In Action Control; SSSP Springer Series in Social, Psychology; Kuhl, J., Beckmann, J., Eds.; Springer: Berlin, Germany, 1985; pp. 11–39. [Google Scholar]
- Homer, P.M.; Kahle, L.R. Psychology, A structural equation test of the value-attitude-behavior hierarchy. J. Personal. Soc. Psychol. 1988, 54, 638. [Google Scholar] [CrossRef]
- Han, H.; Hsu, L.-T.; Sheu, C. Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tour. Manag. 2010, 31, 325–334. [Google Scholar] [CrossRef]
- Rawlings, C.M. Cognitive Authority and the Constraint of Attitude Change in Groups. Am. Sociol. Rev. 2020, 85, 992–1021. [Google Scholar] [CrossRef]
- Gul, R.F.; Dunnan, L.; Jamil, K.; Awan, F.H.; Ali, B.; Qaiser, A.; Aobin, Q. Abusive supervision and its impact on knowledge hiding behavior among sales force. Front. Psychol. 2021, 12, 800778. [Google Scholar] [CrossRef]
- Fathlistya, W.; Mustika, M.D. How Perceived Individual Safety Attitude Helps to Explain The Relationship Between Sensation Seeking and Risk-Taking Propensity in The Prediction of Individual Work Performance. J. RAP (Riset Aktual Psikol. Univ. Negeri Padang) 2020, 11, 191. [Google Scholar] [CrossRef]
- Barrett, T.; Feng, Y.J.F.C. Evaluation of food safety curriculum effectiveness: A longitudinal study of high-school-aged youths’ knowledge retention, risk-perception, and perceived behavioral control. Food Control 2021, 121, 107587. [Google Scholar] [CrossRef]
- Felix, R.; Braunsberger, K. I believe therefore I care: The relationship between religiosity, environmental attitudes, and green product purchase in Mexico. Int. Mark. Rev. 2016, 33, 137–155. [Google Scholar] [CrossRef]
- Wilson, N.; Theodorus, E.; Tan, P. Analysis of Factors Influencing Green Purchase Behavior: A Case Study of the Cosmetics Industry in Indonesia. J. Muara Ilmu Sos. Hum. Dan Seni 2018, 2, 453–464. [Google Scholar] [CrossRef]
- Awan, F.H.; Dunnan, L.; Jamil, K.; Mustafa, S.; Atif, M.; Gul, R.F.; Guangyu, Q. Mediating Role of Green Supply Chain Management Between Lean Manufacturing Practices and Sustainable Performance. Front. Psychol. 2021, 12, 810504. [Google Scholar] [CrossRef]
- Mostafa, M.M. Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Syst. Appl. 2009, 36, 11030–11038. [Google Scholar] [CrossRef]
- Kirkpatrick, L.A.; Shaver, P.R. Attachment theory and religion: Childhood attachments, religious beliefs, and conversion. J. Sci. Study Relig. 1990, 29, 315–334. [Google Scholar] [CrossRef]
- Lai, C.K.; Cheng, E.W. Green purchase behavior of undergraduate students in Hong Kong. Soc. Sci. J. 2016, 53, 67–76. [Google Scholar] [CrossRef]
- Rahmi, D.Y.; Rozalia, Y.; Chan, D.N.; Anira, Q.; Lita, R.P. Green brand image relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. J. Econ. Bus. Account. Ventur. 2017, 20, 177–186. [Google Scholar] [CrossRef]
- Mayer, D.M.; Aquino, K.; Greenbaum, R.L.; Kuenzi, M. Who displays ethical leadership, and why does it matter? An examination of antecedents and consequences of ethical leadership. Acad. Manag. J. 2012, 55, 151–171. [Google Scholar] [CrossRef]
- Martínez-Martínez, A.; Cegarra-Navarro, J.G.; Garcia-parez, A.; Wensley, A. Knowledge agents as drivers of environmental sustainability and business performance in the hospitality sector. Tour. Manag. 2018, 70, 381–389. [Google Scholar] [CrossRef]
- Gul, R.F.; Liu, D.; Jamil, K.; Kamran, M.M.; Awan, F.H.; Qaiser, A. Consumers’ assessment of the brand equity of garment brands. Ind. Text. 2021, 72, 666–672. [Google Scholar] [CrossRef]
- Qomariah, A.; Prabawani, B. The effects of environmental knowledge, environmental concern, and green brand image on green purchase intention with perceived product price and quality as the moderating variable. In Proceedings of the The 1st International Conference on Environment, Sustainability Issues and Community Development, Central Java, Samarang, Indonesia, 23–24 October 2019; IOP Publishing: Bristol, UK, 2020. [Google Scholar]
- Kartika, T.; Firdaus, A.; Najib, M. Contrasting the drivers of customer loyalty; financing and depositor customer, single and dual customer, in Indonesian Islamic bank. J. Islam. Mark. 2019, 11, 933–959. [Google Scholar] [CrossRef]
- Prayag, G.; Hosany, S.; Muskat, B.; Chiapa, G.D. Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. J. Travel Res. 2017, 56, 41–54. [Google Scholar] [CrossRef] [Green Version]
- Ahmed, R.R.; Vveinhardt, J.; Warraich, U.A.; Baloch, A. Customer satisfaction & loyalty and organizational complaint handling: Economic aspects of business operation of airline industry. Eng. Econ. 2020, 31, 114–125. [Google Scholar]
- Salehzadeh, R.; Sayedan, M.; Mirmehdi, S.M.; Aqagoli, P.H. Elucidating green branding among Muslim consumers: The nexus of green brand love, image, trust and attitude. J. Islam. Mark. 2021, 759–833. [Google Scholar] [CrossRef]
- Ahmad, W.; Zhang, Q. Green purchase intention: Effects of electronic service quality and customer green psychology. J. Clean. Prod. 2020, 267, 122053. [Google Scholar] [CrossRef]
- Gil, M.T.; Jacob, J. The relationship between green perceived quality and green purchase intention: A three-path mediation approach using green satisfaction and green trust. Int. J. Bus. Innov. Res. 2018, 15, 301–319. [Google Scholar] [CrossRef]
- Amin, S.; Tarun, M.T. Effect of consumption values on customers’ green purchase intention: A mediating role of green trust. Soc. Responsib. J. 2020, 8, 1320–1336. [Google Scholar] [CrossRef]
- Karatu, V.M.H.; Mat, N.K.N. The mediating effects of green trust and perceived behavioral control on the direct determinants of intention to purchase green products in Nigeria. Mediterr. J. Soc. Sci. 2015, 6, 256. [Google Scholar] [CrossRef] [Green Version]
- Sung, P.L.; Hsiao, T.Y.; Huang, L.; Morrison, A.M. The influence of green trust on travel agency intentions to promote low-carbon tours for the purpose of sustainable development. Corp. Soc. Responsib. Environ. Manag. 2021, 28, 1185–1199. [Google Scholar] [CrossRef]
- Foroudi, P.; Nazarian, A.; Aziz, U. The Effect of Fashion E-Blogs on Women’s Intention to Use, in Digital and Social Media Marketing; Springer: Berlin/Heidelberg, Germany, 2020; pp. 19–40. [Google Scholar]
- Yin, L.; Zhang, X. Green and Quality Development of Service Industry in West Coast Economic Zone. J. Coast. Res. 2020, 103, 1158–1161. [Google Scholar] [CrossRef]
- Baker, M.J.; Churchill, G.A., Jr. The impact of physically attractive models on advertising evaluations. J. Mark. Res. 1977, 14, 538–555. [Google Scholar] [CrossRef]
- Wu, H.-C.; Ai, C.-H.; Cheng, C.-C. Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention. Int. J. Contemp. Hosp. Manag. 2016, 28, 2080–2107. [Google Scholar] [CrossRef]
- Hair, J.F.; Ortinau, D.; Harrison, D.E. Essentials of Marketing Research; McGraw-Hill/Irwin: New York, NY, USA, 2010; Volume 2. [Google Scholar]
- Nunnally, J.C. Psychometric Theory 3E; Tata McGraw-Hill Education: New York, NY, USA, 1994. [Google Scholar]
- Fornell, C.; Larcker, D.F. Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics; Sage Publications Sage: Los Angeles, CA, USA, 1981. [Google Scholar]
- Kartawinata, B.R.; Maharani, D.; Pradana, M.; Amani, H.M. The Role of Customer Attitude in Mediating the Effect of Green Marketing Mix on Green Product Purchase Intention in Love Beauty and Planet Products in Indonesia. In Proceedings of the 5th NA International Conference on Industrial Engineering and Operations Management, Detroit, MI, USA, 10–14 August 2020. [Google Scholar]
- Mahmoud, T.O.; Ibrhim, S.E.; Ali, A.h.; Bleady, A. The influence of green marketing mix on purchase intention: The mediation role of environmental knowledge. Int. J. Sci. Eng. Res. 2017, 8, 1040. [Google Scholar] [CrossRef]
- Tudu, P.N.; Mishra, V. To buy or not to buy green: The moderating role of price and availability of eco-friendly products on green purchase intention. Int. J. Econ. Bus. Res. 2021, 22, 240–255. [Google Scholar] [CrossRef]
- Liao, Y.-K.; Wu, W.-Y.; Pham, T.-T. Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention. Sustainability 2020, 12, 7461. [Google Scholar] [CrossRef]
- Rokka, J.; Uusitalo, L. Preference for green packaging in consumer product choices—Do consumers care? Int. J. Consum. Stud. 2008, 32, 516–525. [Google Scholar] [CrossRef]
- Walter, J.; Chang, Y.-M. Green certification, heterogeneous producers, and green consumers: A welfare analysis of environmental regulations. J. Regul. Econ. 2017, 52, 333–361. [Google Scholar] [CrossRef]
- Albus, H.; Ro, H. Corporate social responsibility: The effect of green practices in a service recovery. J. Hosp. Tour. Res. 2017, 41, 41–65. [Google Scholar] [CrossRef] [Green Version]
Variable | Category | Frequency | Percentage |
---|---|---|---|
Gender | Male | 194 | 64.7 |
Female | 106 | 35.3 | |
Age (Years) | Less than 20 years old | 2 | 0.6 |
20–30 years old | 120 | 40.0 | |
30–40 years old | 148 | 48.7 | |
40–50 years old | 32 | 10.7 | |
Qualification | Bachelor’s | 114 | 22.8 |
Master’s | 192 | 38.4 | |
Postgraduate | 132 | 26.4 | |
Diploma | 51 | 10.2 | |
Other | 11 | 2.2 | |
Income | Less than 20,000 | 10 | 3.3 |
21,000–30,000 | 35 | 11.7 | |
31,000–40,000 | 111 | 37.0 | |
41,000–50,000 | 119 | 39.7 | |
More than 50,000 | 25 | 8.3 |
Indicator | Measurable Variables | CR | AVE | Cronbach’s Alpha |
---|---|---|---|---|
Green knowledge | BK1 | 0.936 | 0.786 | 0.934 |
BK2 | ||||
BK3 BK4 | ||||
Attitude | ATT1 | 0.893 | 0.735 | 0.892 |
ATT2 | ||||
ATT3 | ||||
Environmental knowledge | EK1 | 0.701 | 0.507 | 0.691 |
EK2 | ||||
EK3 | ||||
GPD4 | ||||
Green image | BM1 | 0.915 | 0.728 | 0.915 |
BM2 | ||||
BM3 | ||||
BM4 | ||||
Green trust | BT1 | 0.931 | 0.771 | 0.930 |
BT2 | ||||
BT3 | ||||
BT4 | ||||
Purchase intention | PI1 | 0.916 | 0.784 | 0.916 |
PI2 | ||||
PI3 |
1 | 2 | 3 | 4 | 5 | 6 | |
---|---|---|---|---|---|---|
Environmental knowledge | 0.812 | |||||
Green knowledge | −0.709 | 0.886 | ||||
Brand image | −0.556 | 0.741 | 0.853 | |||
Brand trust | −0.788 | 0.853 | 0.776 | 0.878 | ||
Attitude | −0.734 | 0.809 | 0.746 | 0.856 | 0.857 | |
Purchase intention | −0.619 | 0.817 | 0.848 | 0.849 | 0.748 | 0.885 |
Fit Index | Score | Recommended Threshold Value |
---|---|---|
CMIN/df | 4.37 | <5 |
GFI | 0.804 | >0.80 |
NFI | 0.881 | >0.90 |
CFI | 0.905 | >0.90 |
AGFI | 0.742 | >0.80 |
PGFI | 0.612 | The higher, the better |
PNFI | 0.739 | The higher, the better |
RMSEA | 0.106 | <0.08 |
Beta | S.E. | C.R. | p | Decision | |||
---|---|---|---|---|---|---|---|
Brand image | <--- | Green knowledge | 0.410 | 0.082 | 4.715 | *** | Accepted |
Brand trust | <--- | Green knowledge | 0.375 | 0.061 | 5.910 | *** | Accepted |
Brand trust | <--- | Attitude | 0.400 | 0.072 | 5.710 | *** | Accepted |
Brand trust | <--- | Environmental knowledge | −0.226 | 0.259 | −2.371 | 0.018 | Accepted |
Brand image | <--- | Attitude | 0.500 | 0.097 | 5.161 | *** | Accepted |
Brand image | <--- | Environmental knowledge | 0.096 | 0.216 | 1.187 | 0.235 | Not Accepted |
Purchase intention | <--- | Green knowledge | 0.233 | 0.079 | 2.856 | 0.004 | Accepted |
Purchase intention | <--- | Attitude | −0.157 | 0.100 | −1.604 | 0.109 | Not Accepted |
Purchase intention | <--- | Environmental knowledge | 0.079 | 0.186 | 1.149 | 0.250 | Not Accepted |
Purchase intention | <--- | Brand image | 0.470 | 0.066 | 7.220 | *** | Accepted |
Purchase intention | <--- | Brand trust | 0.496 | 0.110 | 4.509 | *** | Accepted |
Predictor | Environmental Knowledge | Attitude | Green Knowledge | Brand Trust | Brand Image |
---|---|---|---|---|---|
Directeffect | |||||
Brand trust | −0.226 | 0.400 | 0.375 | 0.000 | 0.000 |
Brand image | 0.096 | 0.500 | 0.410 | 0.000 | 0.000 |
Purchase intention | 0.079 | −0.157 | 0.233 | 0.496 | 0.470 |
Indirect effect | |||||
Purchase intention | −0.067 | 0.433 | 0.379 | 0.000 | 0.000 |
Total effect | |||||
0.012 | 0.276 | 0.612 | 0.496 | 0.470 |
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. |
© 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Tan, Z.; Sadiq, B.; Bashir, T.; Mahmood, H.; Rasool, Y. Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability 2022, 14, 5939. https://doi.org/10.3390/su14105939
Tan Z, Sadiq B, Bashir T, Mahmood H, Rasool Y. Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability. 2022; 14(10):5939. https://doi.org/10.3390/su14105939
Chicago/Turabian StyleTan, Zhongfu, Burhan Sadiq, Tayyeba Bashir, Hassan Mahmood, and Yasir Rasool. 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust" Sustainability 14, no. 10: 5939. https://doi.org/10.3390/su14105939