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Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust

Author

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  • Zhongfu Tan

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Burhan Sadiq

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Tayyeba Bashir

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Hassan Mahmood

    (School of Economics and Management, North China Electric Power University, Beijing 102206, China)

  • Yasir Rasool

    (Faisalabad Campus Department of Management Sciences, National University of Modern Languages, Faisalabad 38000, Pakistan)

Abstract

This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests that green approaches can be used as a brand marketing strategy to enhance customer purchase intention. The study also found that green marketing can help brands achieve and maintain brand equity. This research explores the relationship between the multidimensional green marketing approaches (green knowledge, attitude, and environmental knowledge) to enhance the purchase intention of green products; the creation of an overpowering market brand was one of its primary objectives. This study offers managerial implications for the development of green firms.

Suggested Citation

  • Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:5939-:d:815090
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    References listed on IDEAS

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    2. Irshad Hussain Sarki & Raheela Haque & Asif Mahmood & Muhammad Noman Yaseen & Muhammad Sufyan Khawar & Asad Qayoom & Saif Ur Rehman, 2023. "Factors Influencing Green Purchase Intention: A Mediation Moderation Study," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 652-664.
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    6. Andreea Barbu & Ștefan-Alexandru Catană & Dana Corina Deselnicu & Lucian-Ionel Cioca & Alexandra Ioanid, 2022. "Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-18, December.
    7. Neiba Neiba & N. Tejmani Singh, 2024. "Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 18-31, September.
    8. Asım Dinler & Tarık Atan & Aysen Berberoglu, 2022. "Factors Affecting the Sustained Market Position of TV Channels: Insights from Audience Preferences," Sustainability, MDPI, vol. 14(23), pages 1-19, December.
    9. Huai-Te Huang & Hao-En Chueh, 2023. "Sustained Improvement of Educational Information Asymmetry: Intentions to Use School Social Media," Sustainability, MDPI, vol. 15(3), pages 1-15, February.
    10. Kurniawati, 2023. "Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study," GATR Journals jfbr210, Global Academy of Training and Research (GATR) Enterprise.
    11. Huan Hu & Chang Wang & Min Chen, 2024. "The Influence of a Regional Public Brand on Consumers’ Purchase Intention and Behavior Toward Eco-Agricultural Products: A Chinese National Park Case," Sustainability, MDPI, vol. 16(21), pages 1-23, October.
    12. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    13. Cao, Peng & Sial, Muhammad Safdar & Ã lvarez-Otero, Susana & Brugni, Talles Vianna & Comite, Ubaldo, 2024. "Eco-engagement: Tracing CSR communication's ripple effect on consumer hospitality loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    14. Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    15. Elisabete Correia & Sara Sousa & Clara Viseu & Manuela Larguinho, 2023. "Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour," IJERPH, MDPI, vol. 20(2), pages 1-17, January.

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