Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Abstract

Today, customers see businesses as more than just profit seekers, they see them as organizations that are concerned about the well-being of their societies. Therefore, businesses have made sustainability a primary focus by implementing green marketing tactics to encourage consumers to buy green goods. The intention to buy green products was examined in relation to factors such as eco-labelling, green packaging and branding, and green products, premium, and pricing. This study analyses a model that incorporates green marketing techniques based on the responses of 450 people to a survey. In addition, the paper investigates the moderating effect of green brand image and customer views on the environment on the link between green marketing and green purchase intentions. This study’s framework is confirmed by using structural equation modelling (SEM). The findings of this study show that green marketing methods significantly and positively affect customers’ intentions to make environmentally friendly purchases. When looking at the path coefficient between green marketing techniques and green purchase intents, we discovered that green brand image and customer environmental attitudes considerably moderated this relationship. This study provides regional and international enterprises and governments with information on how to enhance consumers’ intentions to make green purchases. Significant findings from this study support favourable social behaviour toward green marketing. Towards the examination of the consumers’ green purchasing intents, this research underlined the importance and function of green brand image and customer attitudes regarding the environment. The packing of the items should be eco-friendly and prevent excessive paper and plastic packaging. Companies should leverage the environmental features of their products for branding purposes.

Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims

“…To explore the interaction between attitudes towards NGOs and towards the brand, brand attitude is not only considered as a variable directly influencing the purchase intention of an eco-labelled product (H2) but also as an indirect influence [58]. Brand attitude has already been considered a mediating influence on the relationship between sustainability attributes and purchase intention [17][18][19][20]59].…”

Green Packaging and Branding Impact on Green Purchase Intention With Green Brand Image as a Mediator: Study at Love Beauty and Planet of Gen Z in West Java

“…Nowadays, marketers establish a distinction in the product packaging by modifying it to have a more environmentally friendly appeal. Prior studies have demonstrated that the use of green packaging and branding can have a favourable impact on customers' intention to make a purchase (Majeed et al, 2022). Various factors impact their selection, including the aesthetics of the packaging, the materials utilised, the biodegradability, recyclability, and the origin of the products (Wandosell et al, 2021).…”

“…Customers may perceive the company's environmental initiatives differently, potentially leading them to believe that the company is making exaggerated claims or oversimplifying the complexity of its sustainable packaging strategy (Boz et al, 2020). Thus, it should be noted that although there is a growing demand for green packaging, which might potentially have a beneficial impact on consumer attitudes and purchase intentions, this may not hold true in other countries and markets (Jayasinghe, 2022;Majeed et al, 2022). A recent study conducted in Ghana and Malaysia revealed that eco-packaging does not significantly influence purchasing decisions in the country (Kong et al, 2014;Mahmoud et al, 2022) (Mahmoud et al, 2022).…”

“…The establishment of a good brand image has facilitated customers in comprehending the brand's defined expectations and differentiating it from its rivals (Dam & Dam, 2021). Nowadays, firms are actively seeking to establish a symbolic association with environmental consciousness, making the green brand image an integral component of their overall brand image (Majeed et al, 2022).…”

“…Companies and enterprises frequently demonstrate their commitment to the environment by implementing several green marketing initiatives, including the creation of sustainable products, the implementation of environmentallyfriendly pricing strategies, and the introduction of green commercials. They also take into account green positioning and segmentation (Majeed et al, 2022).…”