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

Andi Nurul Fadhilah Ayu ()
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Andi Nurul Fadhilah Ayu: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2019-2033 from Springer

Abstract: 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.

Keywords: Green marketing mix; purchase intention; Generation Z; green brand image; structural equation modeling (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_162

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