Investigating the Relationship Between Green Marketing Strategies and Purchase Intention and Trust in Green Brands Among Green Product Consumers

Authors

    Alireza Azizi Master of Science, Business Management Department, Hakim Toos Non-Profit Higher Education Institute, Mashhad, Iran.
    Hadi Taherpour Kalantari * Assistant Professor, Management Department, Hakim Tous Institute of Higher Education, Mashhad, Iran. haditaherpour@gmail.com
https://doi.org/10.61838/kman.jpdot.2.2.8

Keywords:

green marketing strategies, green purchase intention, green brand trust, green products

Abstract

This study investigates the relationship between green marketing strategies and both purchase intention and trust in green brands among consumers of green products. The current research is applied in terms of purpose, descriptive-survey in terms of data collection method, and quantitative in terms of data analysis method. The statistical population consists of customers of skincare product dealerships in the city of Mashhad. According to the Morgan table, a total of 384 individuals were selected through a non-probability convenience sampling method. The data collection instrument was a 26-item questionnaire based on the study by Rahman and Nguyen-Viet (2022), the face and content validity of which was confirmed by expert opinion. Construct validity was confirmed through confirmatory factor analysis, convergent validity, and discriminant validity using Smart PLS software. To assess the reliability of the questionnaire, Cronbach’s alpha coefficient was used, with an overall value of 0.755, which was deemed acceptable. For hypothesis testing, the Partial Least Squares (PLS) technique was employed using Smart PLS software. The findings revealed a positive and significant relationship between green marketing strategies and trust in green brands among green product consumers. Moreover, a positive and significant relationship was found between trust in green brands and the intention to purchase green products. This indicates that the type of strategy and approach adopted by manufacturing companies and skincare product dealerships influences the degree of customer trust and credibility in their brand.

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Published

2024-08-19

Submitted

2024-06-10

Revised

2024-08-01

Accepted

2024-08-12

Issue

Section

مقالات

How to Cite

Azizi , A. ., & Taherpour Kalantari, H. (2024). Investigating the Relationship Between Green Marketing Strategies and Purchase Intention and Trust in Green Brands Among Green Product Consumers. Journal of Personal Development and Organizational Transformation, 2(2), 118-129. https://doi.org/10.61838/kman.jpdot.2.2.8

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