Investigating the Relationship Between Green Marketing Strategies and Purchase Intention and Trust in Green Brands Among Green Product Consumers
Keywords:
green marketing strategies, green purchase intention, green brand trust, green productsAbstract
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.
Downloads
References
Alhamad, A. M., Junoh, M. Z. B. M., & Eneizan, B. (2019). Green marketing strategies: Theoretical approach. American Journal of Economics and Business Management, 2(2), 77-94. https://doi.org/10.31150/ajebm.Vol2.Iss2.69
Alijanzadeh, S., & Khalife Soltani, H. (2019). The Impact of Green Marketing Strategy on Promoting Sustainable Development "by Reflecting on the Role of Green Productivity". The Fourth National Conference on Quality and Productivity,
Amosi, N., & Zakipour, M. (2021). The effect of mental association of the brand on the special value of the brand with the mediating role of green trust and satisfaction (case study: customers of Agricultural Bank of Qazvin province). Development and Transformation Management Quarterly, 13(44), 83-91. https://elmnet.ir/doc/2393900-65281
Cheung, M. F., & To, W. M. (2021). The effect of consumer perceptions of the ethics of retailers on purchase behavior and word-of-mouth: The moderating role of ethical beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6
Daraei, A., Akbari, M., & Mousavi Kashi, Z. (2021). The Relationship between Green Packaging and Green Brand Attachment with the Mediating Roles of Green Trust, Green Brand Attitude, and Green Brand Image. New Marketing Research Journal, 11(3), 45-66. https://nmrj.ui.ac.ir/article_26171.html?lang=en
Dehnavi, M. (2022). The effect of green advertising on purchase intention. The Second International Conference on Research Findings in Management, Economics and Accounting,
Karimi, Z., Esmaeilpour, R., & Mobasher Amini, R. (2019). Investigating The Effect of Greenwash in Corporate Social Responsibility on Purchasing Intention for Green Products: The Mediating Effects of Green Satisfaction and Green Perceived Risk. Journal of Business Management, 11(4), 850-868. https://jibm.ut.ac.ir/article_74052.html
Kazemi, M. (2019). Investigating the impact of purchase regret on customers' behavioral intentions with regard to the mediating role of customer satisfaction and the moderating role of customer brand recognition (case study: customers of Iranian and Chinese brand cars) Master's Thesis, Department of Management, Hakim Tous Institute of Higher Education].
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703
Mohylevska, O., Sanchenko, O., Slobodianyk, A., Abuselidze, G., Romanova, L., & Filipovski, A. (2023). Marketing component of green technologies energy efficiency at traditional and renewable energy facilities. IOP Conference Series: Earth and Environmental Science, https://doi.org/10.1088/1755-1315/1126/1/012020
Mugoni, E., Nyagadza, B., & Hove, P. K. (2023). Green reverse logistics technology impact on agricultural entrepreneurial marketing firms' operational efficiency and sustainable competitive advantage. Sustainable Technology and Entrepreneurship, 2(2), 100034. https://doi.org/10.1016/j.stae.2022.100034
Padri, H. (2021). Investigating the effect of socio-cultural components of customers on the intention to buy green through mobile phone applications with regard to the mediating role of customer personality traits (case study: Abfa Company, Mashhad city) Master's Thesis, Non-Profit Khrodharayan Motahar Institute].
Park, S. J., Lee, Y. R., & Borle, S. (2018). The shape of Word-of-Mouth response function. Technological Forecasting and Social Change, 127, 304-309. https://doi.org/10.1016/j.techfore.2017.10.006
Rahman, S. U., & Nguyen‐Viet, B. (2023). Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing. Business Strategy and the Environment, 32(4), 2420-2433. https://doi.org/10.1002/bse.3256
Seifollahi. (2024). Analyzing the Effect of Green Marketing Mix and Green Brand Attitude on Urban Tourism with the Mediating Role of Green Intellectual Capital. Urban Tourism Journal, 11(3), 37-53. https://jut.ut.ac.ir/article_98576.html
Shahin, A., Polonsky, M. J., Wood, L. C., Presbitero, A., & Wijayasundara, M. (2024). Greening the Procurement: A SMART Evaluation of Environmental Sustainability In Australian Government Purchasing Policies. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-03-2024-0350
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939. https://doi.org/10.3390/su14105939
Tewari, A., Mathur, S., Srivastava, S., & Gangwar, D. (2022). Examining the role of receptivity to green communication, altruism and openness to change on young consumers' intention to purchase green apparel: A multi-analytical approach. Journal of Retailing and Consumer Services, 66, 102938. https://doi.org/10.1016/j.jretconser.2022.102938
Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience. Sustainability, 13(1), 189. https://doi.org/10.3390/su13010189
Yadav, M., Gupta, R., & Nair, K. (2024). Time for sustainable marketing to build a green conscience in consumers: Evidence from a hybrid review. Journal of Cleaner Production, 14(1), 173-188. https://doi.org/10.1016/j.jclepro.2024.141188
Yang, Y. C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment. Social Behavior and Personality: an international journal, 47(8), 1-10. https://doi.org/10.2224/sbp.7680
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2024 علیرضا عزیزی (نویسنده); هادی طاهر پور کلانتری

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.