Impact Of Green Marketing On Green Purchase Intention And Green Consumption Behavior: The Moderating Role Of Green Concern

Abstract

Purpose: The main purpose of this research is to identify the rising phenomena of eco- friendly green environment in marketing domain. The research is mainly addressing the issue of how purchase intentions of eco -friendly products would develop by using green marketing tactics and how the overall consumption behavior of consumer would have turned to green consumption. In order to explore the phenomena four independent variables green products, green value, perceived consumer effectiveness, environmental sustainability is considered whereas green consumption behavior is taken as dependent variable. Green purchase intention is the mediating variable whereas green concern is considered as moderating variable.

Methodology/Design: This research study follows the philosophy of positivism. Moreover, explanatory research design has been posited. A self-administered questionnaire was developed and data has been collected from 383 customers.

Approach/Sampling: Deductive approach is considered to reach out to conclusion. Non probability convenience sampling technique is implied and for data analysis SMART PLS structural equation modelling is used.

Results: The study found that green product quality and green value significantly contribute to green purchase intention and green consumption behavior. At the same time, the research suggests that green product quality, green value, and environmental concern are precursors of green consumption behavior. However, perceived consumer effectiveness (PCE) was found  insignificant among Pakistani citizens. In particular, Green concern moderate interaction between green purchase intention and green consumption behavior significantly. The study concluded that it is critical to educate Pakistani citizens at all levels about the importance of environmental education and to put forward initiatives to boost green behavior and promote green marketing.