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

Zhongfu Tan, Burhan Sadiq, Tayyeba Bashir, Hassan Mahmood and Yasir Rasool
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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

Sustainability, 2022, vol. 14, issue 10, 1-15

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.

Keywords: green knowledge; attitude; environmental knowledge; green image; green trust; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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