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Journal of Social & Organizational Matters Vol 2 No 2 (2023): 43-58
43
Impact of Green Marketing on Consumer Purchase Intention: The
Moderating Role of Environmental Knowledge
Asif Iqbal*1, Muhammad Sikander Iqbal2, Abdullah Athar3, Salman Ahmed Khan4
1*Lecturer, College of Management Sciences (CoMS), Karachi Institute of Economics &
Technology (KIET), Pakistan.
2Assistant Professor, College of Management Sciences (CoMS), Karachi Institute of Economics
& Technology (KIET), Karachi, Sindh, Pakistan.
3Lecturer, College of Management Sciences (CoMS), Karachi Institute of Economics &
Technology (KIET), Karachi, Sindh, Pakistan.
4Associate Professor, Bahria Business School, Bahria University Karachi
Campus, Karachi, Sindh, Pakistan.
Corresponding author: asif.coms123@gmail.com
Keywords: Social Influence,
Environmental Concern,
Subjective Norms, Perceived
Green Control, Green Purchase
Intention, Green Purchase
Behavior, Environmental
Knowledge
DOI No: https://doi.org/
10.56976/jsom.v2i2.25
In recent years, environmental sustainability has become a top priority in
international politics and a vital driver of innovation. Green product
companies are growing rapidly as consumers show more interest in
environmentally friendly products. This study analyzes the impact of green
marketing on customer purchase intention and how environmental
knowledge moderates this relationship. Understanding how customers'
environmental understanding influences their response to green marketing
can help marketers and companies develop effective sustainability-focused
marketing strategies The influence of environmental information and green
marketing on consumer purchase intention is not clear. This study examines
how environmental information and green marketing affect customers'
purchase intentions. The study used a quantitative research design and
collected data from 251 users of green products. The results show that Social
Influence, Environmental Concern, Subjective Norms, and Perceived Green
Control have a positive and significant effect on green purchase intention
(GPI). Additionally, the results indicate that environmental knowledge
moderates the relationship between GPI and Green Purchase behavior
(GPB). This study provides valuable insights for green marketers and
businesses by exploring the link between environmental understanding,
green marketing, and customer purchase intention. It examines the complex
relationship between green marketing, environmental understanding, and
customer behavior to help marketers gain a better understanding of
sustainability-focused marketing.
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1. Introduction
Consumer awareness of climate change and sustainability has spurred eco-friendly product
launches. The practice prompted companies to adopt green marketing to promote their products'
environmental benefits (Cherian et al., 2012; Kar et al., 2022). Green marketing uses morality to
alter client behavior (Dangelico et al., 2017). Packaging recycling, energy efficiency, and
sustainable materials are promoted in green marketing (Machová et al., 2022). By emphasizing
product environmental benefits, the goal is to attract environmentally concerned consumers and
influence their purchases (Giantari et al., 2021). However, environmental awareness and green
concern determine how green marketing affects customer purchase intention (Nekmahmud et al.,
2022). As environmental concerns and sustainability awareness have grown, consumer preferences
for environmentally friendly products and processes have altered. Companies have turned to
"green marketing" to promote their products' environmental benefits (Cherian et al., 2012; Kar et
al., 2022). To change customer behavior, green marketing appeals to moral and ethical concepts
(Dangelico et al., 2017).
Customers are looking for products and services that reflect their values and environmental
consciousness as climate change and sustainability become more important. The rise of "green
marketing," driven by customer behavior, Energy efficiency, recycling packaging, and sustainable
materials are green marketing topics (Machová et al., 2022). Stressing a product's environmental
benefits attracts environmentally conscious consumers and influences their purchases. Giantari et
al. (2021) Green marketing promotes eco-friendly goods and services to boost sales. However,
environmental awareness and concern can restrict green marketing's impact on client purchase
intention (Nekmahmud et al., 2022). Environmentalism, sustainability, and consumer awareness
have made green consumption a socially relevant topic (Sharma et al., 2019). GPB research and
customer attitudes towards eco-friendly products can inform sustainable marketing strategies for
enterprises (Carrete et al., 2012; Thøgersen et al., 2012). Emerging economies analyze behavior
to encourage sustainability, green consumption, and conservation. Green consumers may choose
green items to reduce pollution and help the environment (Tseng et al., 2021).
Green consumers consider the long-term benefits to people and the environment, while
conventional consumers prioritize self-interest. (White et al., 2019). For green development and
global sustainability, environmentally concerned buyers may buy recycled or remanufactured
goods (Li et al., 2021). Research on emerging market consumers' GPB has focused on
environmental awareness, knowledge, concern, PCE, willingness to pay, lifestyle, susceptibility,
and "green attitude" (Kautish, 2019, Paul, Modi & Patel, 2016; Jaiswal and Kant, 2018; Khare,
2015; Sharma et al., 2023; Singh and Gupta, 2012). Few studies have examined how
environmental awareness and recycling affect developing economy customers' GPB (Rana and
Paul, 2017). Environmental protection, responsible conduct, product engagement, business
environmental friendliness, and social appeal strongly influence green product sales, according to
Kumar and Ghodeshwar (2015).
Green purchasing intention links green attitudes with purchases, according to TPB.
According to Joshi et al. (2021), the GPI is important for environmental sustainability. Customers'
buying habits and attitudes towards green products must change to reduce environmental impact
(Rahman et al., 2020). To reduce the harmful impacts of increased chemical product use,
comprehend the GPI (Prakash et al., 2017). Customers become more environmentally conscious
by buying green to protect themselves from global warming (Yue et al., 2020). Through green
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consumption, customers can protect themselves from global warming and increase environmental
awareness (Thøgersen & Noblet., 2012). Modern consumers see eco-friendly products as a way to
protect the environment (Heo, & Muralidharan 2019). Businesses must use green production
methods to promote their ethical and environmentally friendly practices due to client demand
(Fernando et al., 2019). Popularity has made green consumption a top trend in academic and policy
debate on consumption's environmental impacts (Rahman et al., 2020).Green marketing supports
sustainable or ethical goods and services. Multiple factors can affect customer buying intention.
Awareness and understanding of environmental issues and solutions can govern green marketing
and purchasing intention (Govender et al., 2016).
2. Literature Review
2.1 Theoretical Background
Theory of reasoned action (TRA) (Ajzen and Fishbein, 1980) and theory of planned
behavior (TPB) predict and analyze human behavior. Information drives rational judgment and
behavior in both models, according to Madden et al. (1992). According to Ajzen and Fishbein
(2018), concepts, attitudes, and intentions are used to guide behavior. According to TRA, attitude
and subjective norms influence behavior through behavioral intentions (Madden et al., 1992).
People choose and commit to actions through volition (Zhuang at el, 2021). Volitional control—
purposeful effort—is an important psychological function that can be conscious or habitual (Linser
and Goschke, 2007). Ajzen (1991) found that TPB predicts intention and behavior from non-
volitional activities through control or regulation.
According to Ajzen (1985, 1991), the Theory of Planned conduct (TPB) states that purpose
initiates conduct. TPB studies attitude, subjective norm, and perceived behavioral control. Ajzen
(1991, 2002) defines attitude as an individual's favorable or negative evaluation of a behavior,
subjective norm as perceived social pressure or approval, and PBC as performance and control
ease. The classical behavior model occasionally uses the Theory of Planned Behavior (TPB), but
the TRA introduces Perceived Behavioral Control. Ajzen and Madden (1986) analyze several
aspects of behavior and intention, specifically in green marketing, using comprehensive and
systematic models of the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action
(TRA).
2.2 Social Influence and Green Purchase Intention
According to the social identity theory (Fontesr et al,, 2021) a person's self-concept is
generated from his or her decision to belong to a certain social group. It implies that both personal
and societal characteristics have a role in how people describe themselves (Wang, 2014). The
individual tries to adopt the norms and values of his significant group as their own. Having a social
attachment is necessary for a variety of reasons, including the need for self-actualization, social
and self-valorization, and the need to leave a positive impression on one's reference group (Fontesr
et al,, 2021; Saleem et al., 2021). Social influence refers to how individuals adapt their beliefs,
feelings, and behaviors to their society or environment (Gifford & Nilsson, 2014). Chen-Yu &
Seock (2002) suggest that individuals may adapt their views and activities to fit in with other
groups or society. According to Ryan (2001), homophily is a social dynamic where individuals
demonstrate similar behaviors to associate with others.
Social proof is a significant aspect in behavior studies, since consumers seek it before
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adopting new products (Thøgersen & Zhou, 2012).
There are various perspectives on societal influence in literature. Recent research in industrialized
nations with individualistic cultures suggests that social influence greatly impacts GPB (Costa et
al., 2014; Salazar et al., 2013). Studies in collectivist societies (Gasawneh & Al-Adamat , 2020;
Chan & Lau, 2001) revealed similar outcomes, as conformity is more important in these
economies. The investigations were conducted on well-established products or services. The
acquisition of these products or services has become a norm in society.
In contrast, buyers in China, a collectivist country, were not influenced by social norms
during the introduction stage of a phenomenon (Thøgersen & Zhou, 2012). This may be due to
consumers' individualistic behavior in collectivist societies without established rules. In a seminal
article by Yamagishi et al. (2008) social norms were first reported to impact collective cultures.
However, little study has examined the impact of social norms in collectivist societies, when the
product is in its early stages of development. We believe that organic apparel, still in its infancy in
India (Varshneya et al., 2013) will have similar consumer behavior with minimal social influence.
H1: Social influence has a positive impact on GPI
2.3 Environmental Concern and Green Purchase Intention
Environmental concern is a person's awareness, care, and duty for the environment, whereas
green buying intention is their willingness and intention to buy eco-friendly or sustainable
products. This relationship is essential to global climate change, pollution, and resource depletion
initiatives (Cruz et al., 2020; Hou, 2020). Environmental concern is based on consumers' opinion
of its importance to the nation (Hartmann et al., 2012). Awareness, attitudes, and emotional
responses to environmental issues like pollution, climate change, resource depletion, and habitat
destruction are called environmental concern. This concern might range from a general
comprehension to a deep emotional commitment to environmental preservation (Schaffrin et al.,
2011). A person's willingness and intention to buy environmentally friendly goods and services is
called "green purchase intention". Compared to traditional alternatives, these products are often
created, manufactured, and packaged with less environmental effect (Moslehpour et al., 2023;
Iqbal, 2023).
H2: Environmental concern has a positive impact on GPI
2.4 Subjective Norms and Green Purchase Intention
Subjective norms explain how social expectations affect behavior (Rausch, & Kopplin,
2021). Due to their perceived environmental friendliness, customers will support or oppose green
products under social pressure (Ruangkanjanases, et al., 2020). Subjective norms are a crucial
variable in sustainability research that explores how people make decisions and how their social
environment influences them. Environmentally harmful activities can be avoided in social settings
or replaced with alternatives that are more advantageous to the environment since they indirectly
hurt other people (Rausch, & Kopplin, 2021).
Previous research has looked at how subjective norms affect our desire to purchase intention
(Park, & Lin, 2020). According to Jung et al. (2021) the propensity to buy recycled items was
positively impacted by subjective norms However, Kumar et al (2017) discovered that customers'
intentions to buy eco-friendly items and their purchasing habits in collectivist cultures were not
significantly impacted by subjective norms. According to Rausch, & Kopplin, (2021) a negligible
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impact of subjective norms on GPI. The variables interfering with the association between
subjective norms and intention to make green purchases have not yet been thoroughly studied.
H3: Subjective Norms has a positive impact on GPI
2.5 Green Perceived Control and Green Purchase Intention
Green Purchase Intention is a consumer's desire to buy eco-friendly or sustainable products,
whereas Green Perceived Control is their belief that their purchases affect the environment. This
relationship increases eco-conscious customer behavior. Green Perceived Control empowers and
accounts. When they think their behaviors improve the environment, consumers feel more in control
of their ecological imprint. Feeling in control may influence their greener shopping choices.
Complete product environmental impact information is required. A product's eco-friendliness gives
consumers more control. This awareness helps consumers buy with their environmental values,
increasing GPI (Sreen et al., 2018).
The perception of green products' environmental benefits is directly tied to Green.
Consumers who believe their purchases help the environment are more likely to buy eco-friendly
products. Business shapes Green Perceived Control. Green Perceived Control and GPI can increase
with marketing that emphasizes consumers' environmental impact (Joshi et al., 2021). Behavior can
be affected by Green Perceived Control. Feeling in control of consumption and environmental
impact encourages eco-friendly product purchases. Restrictions like limited green product
availability, high prices, or difficult access can lower Green Perceived Control and GPI. When these
limits seem insurmountable, shoppers may ignore green products. Social factors matter. Customers'
Green Perceived Control and GPI can increase if they think their peers or social networks favor
eco-friendly products and choices. Social norms and influences strengthen collective responsibility.
Green Perceived Control increases with sustainable firms. Seeing companies being environmentally
responsible boosts GPI by showing that their purchases matter (Nekmahmud, & Fekete-Farkas,
2020).
H4: Green perceived control has a positive impact on GPI
2.6 Green Purchase Intention and Green Purchase Behavior
In general, intention refers to an individual's willingness or preparedness to engage in the
behavior under discussion (Han & Kim, 2010; Ajzen, 1985). As a result, green buying intention
may be defined as customers' propensity to purchase eco-friendly items or advocate for green
replacements (Paul et al., 2016; Chan, 2000). Burhanudin and Ferguson (2018) there are two
motivations for the green buying intention: avoiding potential loss and being happy to be a part of
environmental improvement.
Ajzen (2002) Intention was seen as the best predictor of behavior and the precursor of it.
Furthermore, green behavior is described as pro-environmental behavior, which indicates a set of
actions that reduces environmental damage by reducing energy consumption, saving water,
reducing waste, and avoiding things that are thought to be damaging to the climate (Foster et al.,
2022 ; Latif et al., 2022). Thus, green purchasing behaviour refers to the buying of environmentally
friendly items. Punyatoya (2015) found that positive intentions towards green products increase the
likelihood of a green purchase, while negative intentions decrease it. Research has shown that green
purchasing intention and behavior are strongly linked. (Sharma et al., 2020; Thøgersen, 2017;
Rahmi, 2017). Other researchers suggest that green buying intention does not cause GPB (Chan,
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2001; Crane, 2000; Wong et al., 1996). "Green purchasing behavior" is buying products that benefit
the environment and are environmentally friendly (Yue et al., 2020). Young clients are motivated
to buy green products (Yadav & Pathak, 2017) and may buy organic food due to environmental and
health concerns. The study suggested that governments should increase environmental literacy and
word-of-mouth marketing to promote green shopping habits in addition to their benefits to
individuals and society (Nekmahmud & Fekete-Farkas, 2020).
H5: GPI has positive impact on green purchase behavior.
2.7 Environmental Knowledge as a moderator
Consumers define environmental knowledge as the ability to recognize and analyze
environmental issues related to human consumption and behavior (Haron et al., 2005).
Environmentally aware consumers can better evaluate green marketing claims, distinguish
between genuine environmental commitments and greenwashing, and make more informed
purchasing decisions. However, less environmentally conscious clients may be more responsive
to green marketing campaigns without adequately assessing the advertising' environmental claims
(Kumar et al., 2017). Consumer green marketing behavior depends on environmental awareness.
Environmental knowledge encompasses understanding sustainability, ecology, and choice
impacts. Customers may evaluate green marketing promises and make informed decisions with
this knowledge. Environmental awareness moderates green marketing-consumer purchase
intention (Hamzah et al., 2021).
H6: Environmental knowledge positively moderates relationship between GPI and GPB
Figure No 1: The Conceptual Framework
Environmental
Knowledge
Green
Purchase
Intention
Environment
Concern
Green
Perceived
Control
Subjective
Norms
Green
Purchase
Behavior
Social
Influence
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3. Methodology
3.1 Data Collection and Sampling
This study used a structured survey instrument to collect data on Social Influence,
Environmental Concern, Subjective Norms, Perceived Green Control, Green Purchase Intention
(GPI), GPB, and Green Concern, the moderating variable. The survey was given to 251 varied
individuals using purposive sampling to ensure demographic representation. A Likert scale was
used to rate statements about Social Influence, Environmental Concern, Subjective Norms, and
Perceived Green Control. These parameters were examined for their favorable effects on GPI and
GPB. Green Concern was also examined as a moderator of Green Purchase Intention and
Behavior. To improve clarity and comprehensibility, the survey was pilot tested. The obtained
data would be analyzed using regression models to determine relationships and moderation
effects in environmentally conscious customer behavior.
4. Results and Discussion
Table No 1: Respondent Profile
Individual Characteristics
Frequency
Percentage
Gender
Male
132
52.60%
Female
119
47.40%
Total
251
100%
Age
18-25 year
76
30.30%
26-33 year
53
21.10%
34-41 year
50
19.90%
42-49 year
25
10%
50-57 year
25
10%
Above 57 years
21
8.40%
Total
251
100%
Income
25,000-50,000
68
27.10%
50,001-75000
57
22.70%
75,001-100,000
62
24.70%
100,001-125000
39
15.50%
Above 125,000
24
9.60%
Total
251
100%
Education
Matric/O-level
29
11.60%
Intermediate/A-level
65
25.90%
Graduate
82
32.70%
Master
58
23.10%
Other
16
6.40%
Total
251
100%
Occupation
Students
84
33.50%
Public Sector Employee
48
19.10%
Private Sector Employee
60
23.90%
Other
59
23.50%
Total
251
100%
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The study's respondent profile, including gender, age, income, education, and occupation,
is shown in Table 1. With 52.60% male and 47.40% female respondents, both opinions are
represented. The sample is diversified, with a high concentration in the 18-25 age group (30.30%)
and a progressive reduction over older brackets, reflecting a breadth of life stages. A large
percentage (27.10%) lie in the 25,000-50,000 income range, while some have higher income. In
addition to graduates (32.70%), many people have intermediate or A-level education (25.90%). A
large student population (33.50%), public sector employees (19.10%), private sector employees
(23.90%), and other unidentified jobs (23.50%). This diversified respondent profile allows for
study-wide examination of demographic differences in responses and behaviors.
Table 2 shows the study's measurement model's factor loadings, internal consistency
(Cronbach's alpha), composite reliability (CR), and average variance extracted (AVE) for each
Table No 2: Measurement model
Construct
Items
loading
Cronbach’s alpha
CR
AVE
Social influence
SIQ 1
0.904
0.853
0.911
0.774
SIQ 2
0.887
SIQ 3
0.847
Environmental Concern
ECQ 1
0.857
0.876
0.915
0.729
ECQ 2
0.838
ECQ 3
0.861
ECQ 4
0.858
Subjective Norms
SNQ 1
0.845
0.863
0.907
0.709
SNQ 2
0.861
SNQ3
0.848
SN`Q 4
0.814
Green Perceived Control
GPCQ 1
0.836
0.871
0.912
0.721
GPCQ 2
0.839
GPCQ 3
0.87
GPCQ 4
0.85
Environmental
Knowledge
EKQ 1
0.82
0.871
0.912
0.721
EKQ 2
0.846
EKQ 3
0.864
EKQ 4
0.866
Green Purchase
Behavior
GPBQ 1
0.81
0.849
0.898
0.688
GPBQ 2
0.817
GPBQ 3
0.846
GPBQ 4
0.845
Green Purchase
Intention
GPIQ 1
0.803
0.859
0.905
0.704
GPIQ 2
0.868
GPIQ 3
0.869
GPIQ 4
0.812
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construct. Benchmark values of 0.7 or above (Henseler et al., 2015) align with the lowest threshold
(Hair et al., 2017). The construct of Social Influence is resilient, with high factor loadings (SIQ 1:
0.904, SIQ 2: 0.887, SIQ 3: 0.847), showing significant item-latent construct connections. The
Social Influence measure's reliability and convergent validity are shown by its strong Cronbach's
alpha (0.853), CR (0.911), and AVE (0.774). Environmental Concern also has good psychometric
qualities, with high factor loadings (ECQ 1: 0.857, ECQ 2: 0.838, ECQ 3: 0.861, ECQ 4: 0.858)
and internal consistency (Cronbach's alpha: 0.876), CR (0.915), and AVE (0.729). Subjective
Norms, Green Perceived Control, Environmental Knowledge, Green Purchase Behavior, and Green
Purchase Intention have high factor loadings and good reliability and validity. Green Purchase
Intention has high Cronbach's alpha (0.859), CR (0.905), and AVE (0.704) and a good correlation
between items (GPIQ 1: 0.803, GPIQ 2: 0.868, GPIQ 3: 0.869, GPIQ 4: 0.812).
4.1 Validity and Reliability Analysis
Table 3. Discriminant validity
Variable
ECQ
EKQ
GPBQ
GPCQ
GPIQ
SIQ
SNQ
ECQ
0.854
EKQ
0.834
0.849
GPBQ
0.828
0.871
0.83
GPCQ
0.855
0.863
0.844
0.849
GPIQ
0.829
0.828
0.85
0.831
0.839
SIQ
0.795
0.804
0.821
0.795
0.819
0.88
SNQ
0.804
0.828
0.817
0.816
0.826
0.822
0.842
Table 3 shows discriminant validity of the study variables using the square root of the
average variance extracted (AVE) on the diagonal and construct correlations below the diagonal.
To distinguish model constructs, discriminant validity is essential. This table shows construct
correlations below the diagonal and the square root of the AVE for each construct on the diagonal.
The square root of the AVE for each construct (diagonal elements) is greater than its correlation
coefficients with other constructs. This supports discriminant validity since each variable has
more variance in common with its own indicators than with other variables' indicators. Therefore,
Environmental Concern (ECQ) has discriminant validity because its correlation with the other
constructs is smaller than its square root of the AVE. This pattern applies for all model variables,
supporting the idea that the study's measures represent different parts of the components. These
findings support the measurement model's discriminant validity, ensuring that the analysis's latent
constructs can be distinguished.
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Table 4. Hypotheses assessment summary
Variable
Original sample
Sample
mean
S.D
T statistics
P values
ECQ -> GPIQ
0.244
0.245
0.064
3.819
0.008
Moderator EKQ ->
GPBQ
0.532
0.535
0.085
6.248
0.005
GPCQ -> GPIQ
0.238
0.248
0.087
2.721
0.007
GPIQ -> GPBQ
0.408
0.406
0.081
5.04
0.000
SIQ -> GPIQ
0.239
0.235
0.074
3.253
0.001
SNQ -> GPIQ
0.239
0.232
0.081
2.963
0.003
EKQ x GPIQ -> GPBQ
0.002
0.001
0.02
2.103
0.018
4.2 Hypotheses testing
Table 4 summarizes the study's hypothesis assessment, revealing important correlations
between variables. The "Original sample" column shows each hypothesis's estimated coefficients,
while the "Sample mean" and "S.D" columns show the sample's mean and standard deviation. The
"T statistics" and "P values" columns show the calculated t-values and significance levels,
respectively. Study results show substantial relationships. Environmental concern affects green
buying intentions, as shown by a calculated t-value of 3.819 and a p-value of 0.008 for the
hypothesis relating ECQ to GPIQ. The interaction effect of Environmental Knowledge (EKQ) and
Green Purchase Intention (GPIQ) on Green Purchase Behavior (GPBQ) is significant (t-value
2.103, p-value 0.018). The relationships between Green Perceived Control (GPCQ) and Green
Purchase Intention (GPIQ), GPIQ and Green Purchase Behavior (GPBQ), Social Influence (SIQ)
and GPIQ, and Subjective Norms (SNQ) and GPIQ are all statistically significant, indicating that
these factors affect the dependent variables. In conclusion, the hypothesis assessment matches
theoretical expectations, supporting the study's correlations. These findings help explain green
consumer behavior and emphasize the role of environmental concern, knowledge, perceived
control, social influence, and subjective standards in determining sustainable purchase intentions
and actions.
4.3 Discussion
Comparing the current study's results to past studies yields a detailed view of the variables'
changing environment. The current study supports a growing body of literature that shows Social
Influence, Environmental Concern, Subjective Norms, and Perceived Green Control positively
affect Green Purchase Intention. These elements' stability across studies shows their strength in
affecting people's environmental responsibility. The significant link between GPI and Green
Purchase Behavior (GPB) in this study supports previous research showing strong intentions to buy
green typically lead to pro-environmental behavior. This consistency across research improves the
generalizability of the GPI-GPB link, suggesting a persistent pattern in sustainable consumer
decision-making. It's important to consider environmental and demographic factors that may affect
observed trends. Comparing these links to prior studies may indicate differences in strength and
nature among groups or cultures. Advances in research methodologies and changing consumer
attitudes toward sustainability may also affect findings.
The current study supports the positive effect of social, environmental, and psychological
factors on green intentions and behaviors, but more research is needed to understand the complex
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dynamics influencing sustainable consumer choices.
5. Conclusion and Policy Implication
The impact of green marketing on customer purchase intention has been studied by
researchers and marketers. The evidence implies that green marketing can increase customer
purchase intention, but environmental awareness and concern can mitigate this effect. The present
study examined how environmental awareness moderates green marketing and consumer purchase
intention. The data show that environmental knowledge moderates green marketing and consumer
purchase intention. The study discovered that green marketing strategies including knowledge,
attitude, environmental awareness, and trust positively impact purchase intention. The study also
indicated that brand image and trust mediate green marketing and purchase intention. These
findings are important for marketers and legislators.
Marketers should design viable green marketing strategies that increase consumer
purchasing intention. This can involve promoting product eco-friendliness, environmental benefits,
and eco-friendly materials. Green marketers should also establish brand image and trust to increase
customer purchase intention. This can include creating a strong brand identity, advocating
environmental responsibility, and promoting eco-friendly product materials. Policymakers should
promote consumer environmental knowledge to boost green marketing's impact on purchase
intention. This includes informing consumers about products' environmental benefits, promoting
eco-friendly materials, and encouraging ecologically responsible choices. The study emphasizes
the importance of environmental awareness in modulating green marketing and customer purchase
intention. Green marketing techniques should take into account target audience environmental
understanding. Finally, this study examines how environmental awareness moderates the effect of
green marketing on customer purchase intention. The study highlights green marketing strategies
that boost consumer purchase intention and the impact of brand image and trust. The study also
emphasizes the significance of environmental education to boost green marketing's impact on
consumer purchase intention. The findings of this study can assist marketers and policymakers
create green marketing strategies to encourage ecologically responsible customer behavior.
5.1 Implication of Research
This study is intended to assist marketers in determining attitudinal elements that will surely
facilitate customers' purchase intentions. The study's findings might help green hotel marketers
make more educated judgments. The PLS findings have some practical relevance in this
investigation. The study can that the behavioural model can be used to environmental knowledge,
which had previously been disregarded in studies analyzing green purchasing behaviour. In
addition, the integrated behavior model theory establishes the effects of social influence,
environmental concern subjective norms, and green perceived control more precisely than the
planned behavior model theory. In this study, these factors are given more weight than in previous
studies. The study identifies the factors that significantly influence green purchasing intentions.
Green marketers should always keep these issues in mind when doing business.
5.3 Future Research and limitation
There were time limits because the research had to be finished in less than a year. The
current study focuses solely on the internet shopping segment of the business; no other industries
were included. This study was solely quantitative; therefore, it was confined to that another
Journal of Social & Organizational Matters Vol 2 No 2 (2023): 43-58
54
disadvantage of the study is that the longitudinal research design was not used due to a lack of time
and money. Alternatively, further research might be conduct in different countries where green
products are of interest. Because the assessment items utilized in this study were adapted from
previous literature. The study is based on a Pakistan consumer sample. Future research should
evaluate the applicability of our model to various cultures and determine if brand hatred is culturally
dependent. Furthermore, Future researchers should investigate, such as the development of new
assessment techniques that reflect contemporary customer perceptions and behaviors.
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