GREEN MARKETING AND SUSTAINABLE CONSUMER BEHAVIOR: THE ROLE OF BRAND IMAGE AND CSR MESSAGING IN DRIVING GREEN PURCHASE INTENTIONS

Abstract

The research aims to examine how the green marketing strategies of eco-labeling, green packaging, green product attributes, premium green pricing, and corporate social responsibility (CSR) messages influence green purchase intention with green brand image as a mediating variable. The data were gathered with the help of a structured questionnaire and analyzed with the help of SmartPLS SEM on 700 respondents. The findings indicate that eco-labeling, green packaging, and product features are critical to promote the green brand image and purchase intention, whereas, CSR messaging moderates the relationships with positive impacts. The mediation analysis affirms the fact that the relationship between green marketing practices and purchase intention is partly mediated by a green brand image. There are high-internal consistency indices and good structural relationships as indicated by reliability, validity, and model fit indices. The findings are relevant to the literature of sustainable marketing in that green brand image plays a decisive role in consumer behavior, which can be used by firms that need to enhance their environmental branding and consumer trust in new markets.