Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

Mladen Pancić (), Hrvoje Serdarušić and Dražen Ćućić
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Mladen Pancić: Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia
Hrvoje Serdarušić: Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia
Dražen Ćućić: Faculty of Economics in Osijek, Josip Juraj Strossmayer University of Osijek, 31000 Osijek, Croatia

Sustainability, 2023, vol. 15, issue 16, 1-22

Abstract: Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating the moderating effects of green awareness on these relationships and examining how green satisfaction influences the connection between green marketing and loyalty Research gaps include the unexplored integrated effects of green marketing on consumer repurchase intentions and the moderating roles of green awareness and green satisfaction in these relationships. Using Smart PLS 3.3.3, this study used structural equation modeling (SEM) to test the direct and moderating effects of green satisfaction and awareness. This study used a non-probabilistic sampling technique to target 371 final consumers on social media. The results suggest that green marketing positively impacted all green outcomes and that green advertising, brand loyalty, brand equity, and brand innovativeness positively impacted repurchase intention. However, this study found no significant moderating effects of green satisfaction and green awareness on the relationships between the green outcomes. The findings provide important insights for companies looking to implement green marketing strategies and offer potential avenues for future research.

Keywords: green marketing; green repurchase intention; green brand awareness; green brand equity; green brand innovativeness; green satisfaction; green advertisement; green brand loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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