THE IMPACT OF CIRCULAR MARKETING ORIENTATION ON SUSTAINABLE CONSUMER PURCHASE INTENTION: THE MEDIATING ROLES OF PERCEIVED ENVIRONMENTAL VALUE AND GREEN BRAND TRUST

Abstract

The purpose of this study is to examine the impact of circular marketing orientation on sustainable consumer purchase intention, with a particular focus on the mediating roles of perceived environmental value and green brand trust. Data were collected through a structured questionnaire from consumers with prior experience of sustainable or circular products. Partial least squares structural equation modeling (PLS-SEM) was employed to test the proposed relationships and mediation effects. The findings reveal that circular marketing orientation has a significant positive effect on sustainable purchase intention. Moreover, perceived environmental value and green brand trust both significantly mediate this relationship, indicating that circular marketing strategies influence consumer intention through value-based evaluations and trust formation. The study contributes to the literature by integrating value and trust mechanisms within a unified circular marketing framework and offers practical insights for firms seeking to encourage sustainable consumer behavior through credible and value-driven marketing strategies.