Green Marketing, Purchase Intention and the Role of Green Brand Image as a Mediator

Abstract

The current study is conducted to examine the link between green marketing and purchase intention through green brand image as a mediator variable among university students of Khyber Pakhtunkhwa (KP), Pakistan. With the rising environmental issues becoming major determinants for consumer behavior, many organizations have started using green marketing practices in order to make consumers aware and make purchase decisions accordingly. A quantitative cross-sectional research design is used in the current study. Data has been collected from 584 BS level students of private universities of KP through the use of structured questionnaire. Well-known measures have been taken from prior literature and have been analyzed through SmartPLS 4. Results show that green marketing has positive effects on purchase intention and significantly improves the green brand image. Also, green brand image has positive effects on purchase intention and partially mediates the relationship between green marketing and purchase intention. This study provides the organizations which are focused on youth consumers should use environmentally responsible marketing practices to develop a good brand image.