Exploring the Impact of the Green Marketing Mix on Environmental Attitudes and Purchase Intentions: Moderating Role of Environmental Knowledge in China’s Emerging Markets

Siwen Su and Yannan Li ()
Additional contact information
Siwen Su: Graduate School of Technology Management, KyungHee University, Yongin 1732, Republic of Korea
Yannan Li: Graduate School of Technology Management, KyungHee University, Yongin 1732, Republic of Korea

Sustainability, 2024, vol. 16, issue 24, 1-18

Abstract: This study examines how the green marketing mix—comprising green product, price, place, and promotion—affects consumers’ environmental attitudes and green purchase intentions, incorporating environmental knowledge as a moderating factor, focusing on a sample of 334 environmentally conscious consumers from second- and third-tier cities in China. Structural equation modeling (SEM) was used to analyze the data collected through SPSS 24 and AMOS 26. The results indicate that green promotion, price, and place significantly influenced environmental attitude, while green products did not show a significant effect. Both green products and promotions positively affected green purchase intention, whereas price and place had no notable impact. Environmental attitude strongly influenced green purchase intention, emphasizing its critical role in shaping consumer behavior. Interestingly, higher levels of environmental knowledge weakened the link between environmental attitude and green purchase intention, potentially due to increased skepticism toward environmental claims and the onset of “green fatigue”. By analyzing data from consumers in China’s second- and third-tier cities, this study provides valuable insights into the unique dynamics of green consumer behavior in emerging markets, offering strategic guidance for companies to develop more effective and environmentally responsible marketing approaches. It offers insights for policymakers to promote a sustainable, eco-conscious society.

Keywords: green marketing mix; environmental attitude; green purchase intention; environmental knowledge (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/16/24/10934/pdf (application/pdf)
https://www.mdpi.com/2071-1050/16/24/10934/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:16:y:2024:i:24:p:10934-:d:1543074

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().