Mediation analysis of brand image in predicting the influence of green marketing strategies on consumer purchase intentions for quick service restaurants (QSR)

Shamily Jaggi, Arvind Kumar and Sukriti Verma

Journal of Advances in Management Research, 2025, vol. 23, issue 3, 349-379

Abstract: PurposeThis study attempts to analyze how the green marketing strategies in quick service restaurants (QSRs) affect the purchase intentions of millennial consumers.Design/methodology/approachA structured inquiry form was disseminated to a sample of 1,500 respondents via the web platform Google Forms. The form was comprised of constructs of brand image, consumer purchase intention, eco-labeling, eco-packaging, eco-advertising and demographic profile, and respondent details regarding their QSR visit. The statistical technique SEM (Structural Equation Modeling) was employed through the SMARTPLS 4 software for data analysis.FindingsThe findings drawn from the study show that the brand image fully mediates the association eco-labeling has with buying intention, but partially mediates the interrelations of eco-packaging and buying intention; eco-advertisements and buying intention.Originality/valueThis study brings forth meaningful insights to the QSR on how they can better plan their green marketing strategies.

Keywords: Green marketing; Eco-packaging; Eco-advertisement; brand image; Intention to purchase; Millennial generation; Quick service restaurants; Eco-labeling (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jamrpp:jamr-01-2024-0005

DOI: 10.1108/JAMR-01-2024-0005

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