Eco-driven choices: Green marketing orientation intervention toward green purchase intention in the home appliances industry

Area of Science:

• Environmental Marketing
• Consumer Behavior Studies
• Sustainable Business Practices

Background:

• Pakistan faces significant environmental challenges, necessitating an understanding of green market dynamics.
• The home appliance sector is crucial for analyzing sustainable consumption in emerging economies.

Purpose of the Study:

• To analyze the mediating effects of green brand image, customer satisfaction, and loyalty on the relationship between green marketing orientation and purchase intention.
• To examine the moderating roles of brand social responsibility and green trust in these relationships within Pakistan's home appliance market.

Main Methods:

• A survey method was employed for data collection from managerial employees of top Pakistani home appliance companies.
• Stratified random sampling was utilized, with data analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM).

Main Results:

• Green marketing orientation positively predicts green brand image, customer satisfaction, loyalty, and purchase intention.
• Green brand image, satisfaction, and loyalty significantly mediate the link between green marketing orientation and purchase intention.
• Brand social responsibility and green trust significantly moderate the relationships between green marketing outcomes and purchase intention.

Conclusions:

• Green marketing orientation is a vital driver for enhancing green purchase intentions in the Pakistani home appliance industry.
• Mediating and moderating factors play crucial roles, offering insights for developing effective green marketing strategies.
• The study addresses gaps in existing literature on green marketing orientation and purchase intention in emerging economies.