How can green marketing lead to customer trust and green intention? Evidences from the automobile industry

Majid Mohammad Shafiee and Arash Shahin

International Journal of Business Excellence, 2021, vol. 25, issue 1, 97-109

Abstract: Today, the environment and its protection have become critically important for business excellence. Since automobile companies can have a significant impact on the improvement of energy consumption and environmental protection, the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust. For this purpose, a questionnaire has been developed and used for data collection. The variables of green marketing included price, product, promotion, and place and the variables of customer trust included competency, benevolence, and honesty. Findings indicated a positive and significant influence of green marketing on customer trust and green purchase intention. Among the elements of marketing mix, price had the strongest influence on customer trust and green purchase intention; and among the customer trust variables, honesty had the strongest influence on customer green purchase intention.

Keywords: customer trust; green marketing; green purchase intention; green consumer; environmental effect; automobile industry. (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=118180 (text/html)
Access to full text is restricted to subscribers.

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:ids:ijbexc:v:25:y:2021:i:1:p:97-109

Access Statistics for this article

More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().