Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment
Abstract
:1. Introduction
- Does eco-labelling have a significant impact on green purchase intention?
- Does green packaging and branding has a significant impact on green purchase intention?
- Do green products’ premium and pricing have a significant impact on green purchase intention?
- Does green brand image significantly mediate the relationship between eco-labelling and green purchase intention?
- Do green packaging and branding significantly mediate the relationship between eco-labelling and green purchase intention?
- Do green products, premium, and pricing significantly mediate the relationship between eco-labelling and green purchase intention?
2. Literature Review and Hypotheses Development
3. Methods and Materials
4. Data Analysis and Results
4.1. Demographics
4.2. Measurement Model Assessment
4.3. Structural Model Assessment
Mediation Analysis
5. Discussion
6. Conclusions
7. Implications
8. Limitations and Future Directions
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Items | Category | Frequency | Percentage |
---|---|---|---|
Gender | Male | 246 | 54.6 |
Female | 204 | 45.3 | |
Age (years) | 20 or below | 44 | 9.7 |
20–30 | 169 | 37.5 | |
31–40 | 110 | 24.4 | |
41–50 | 92 | 20.4 | |
50 or above | 35 | 7.7 | |
Education | Primary | 10 | 2.2 |
Matriculation | 25 | 5.5 | |
Intermediate | 45 | 10 | |
Bachelors | 210 | 46.6 | |
Masters | 95 | 21.1 | |
MPhil | 50 | 11.1 | |
PHD | 15 | 3.3 |
Cronbach’s Alpha | Composite Reliability | (AVE) | |
---|---|---|---|
CBTE | 0.824 | 0.820 | 0.616 |
EL | 0.836 | 0.867 | 0.619 |
GBI | 0.814 | 0.825 | 0.557 |
GPB | 0.834 | 0.838 | 0.504 |
GPI | 0.864 | 0.892 | 0.662 |
GPP | 0.785 | 0.811 | 0.511 |
CBTE | EL | GBI | GPB | GPI | GPPP | |
---|---|---|---|---|---|---|
CBTE | ||||||
EL | 0.310 | |||||
GBI | 0.519 | 0.310 | ||||
GPB | 0.562 | 0.543 | 0.625 | |||
GPI | 0.756 | 0.562 | 0.509 | 0.465 | ||
GPP | 0.678 | 0.856 | 0.616 | 0.678 | 0.639 |
Construct | Original Sample (O) | Mean (M) | Standard Deviation (STDEV) | T Statistics | p Values |
---|---|---|---|---|---|
EL → GPI | 0.131 | 0.138 | 0.058 | 2.317 | 0.000 |
GPB → GPI | 0.281 | 0.286 | 0.028 | 4.654 | 0.000 |
GPPP → GPI | 0.308 | 0.310 | 0.034 | 6.144 | 0.000 |
Endogenous Construct | R Square | R Square Adjusted |
---|---|---|
GPI | 0.678 | 0.651 |
GBI | 0.477 | 0.463 |
CBTE | 0.527 | 0.517 |
No. | Relationship | Original Sample (O) | Mean (M) | Standard Deviation (STDEV) | T-Statistics | p-Values |
---|---|---|---|---|---|---|
1 | EL → GBI → GPI | 0.257 | 0.368 | 0.030 | 3.622 | 0.000 |
2 | GPB → GBI → GPI | 0.278 | 0.385 | 0.029 | 3.785 | 0.000 |
3 | GPPP → GBI → GPI | 0.342 | 0.339 | 0.072 | 4.723 | 0.000 |
4 | EL → CBTE → GPI | 0.021 | 0.003 | 0.089 | 0.337 | 0.551 |
5 | GPB → CBTE → GPI | 0.161 | 0.163 | 0.028 | 3.411 | 0.000 |
6 | GPPP → CBTE → GPI | 0.429 | 0.446 | 0.116 | 7.688 | 0.000 |
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Majeed, M.U.; Aslam, S.; Murtaza, S.A.; Attila, S.; Molnár, E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability 2022, 14, 11703. https://doi.org/10.3390/su141811703
Majeed MU, Aslam S, Murtaza SA, Attila S, Molnár E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability. 2022; 14(18):11703. https://doi.org/10.3390/su141811703
Chicago/Turabian StyleMajeed, Muhammad Ussama, Sumaira Aslam, Shah Ali Murtaza, Szakács Attila, and 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 14, no. 18: 11703. https://doi.org/10.3390/su141811703