Green Marketing Communication and Consumer Purchase Intention in Non-Metro Areas: Mediating Roles of Environmental Concern and Price Sensitivity
DOI:
https://doi.org/10.65687/bjbs.v1i1.3Keywords:
green marketing, environment, price, purchase intention, non-metro consumersAbstract
This study investigates the influence of green marketing communication on consumer green purchase intention, examining the mediating roles of environmental concern and price sensitivity. Using a quantitative research design, data were collected from 221 consumers residing in non-metro areas of Pakistan through a convenience sampling method. Structural Equation Modeling (SEM) using SmartPLS was employed to analyze the data. The results reveal that green marketing communication significantly influences both environmental concern and price sensitivity, which in turn positively affect consumer green purchase intention. Mediation analysis further confirms that environmental concern and price sensitivity partially transmit the effects of green marketing communication on purchase intention. The model demonstrates high explanatory power, accounting for approximately 80 percent of the variance in green purchase intention. These findings highlight the critical role of strategic environmental communication in shaping consumer attitudes and behavior toward sustainable products, offering both theoretical contributions and practical guidance for marketers.
References
Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495. https://doi.org/10.1007/s11356-022-22944-7
Alenazi, S. A. (2025). Sustainability awareness, price sensitivity, and willingness to pay for eco-friendly packaging: A discrete choice and valuation study in the Saudi retail sector. Sustainability, 17(16), 7287. https://doi.org/10.3390/su17167287
Alsmadi, S. (2007). Green marketing and the concern over the environment: Measuring environmental consciousness of Jordanian consumers. Journal of Promotion Management, 13(3–4), 339–361. https://doi.org/10.1080/10496490802306905
Arısal, İ., & Atalar, T. (2016). Exploring the relationships between environmental concern, collectivism, and ecological purchase intention. Procedia – Social and Behavioral Sciences, 235, 514–521. https://doi.org/10.1016/j.sbspro.2016.11.063
Biswas, A., & Roy, M. (2015). Green products: An exploratory study on consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463–468. https://doi.org/10.1016/j.jclepro.2014.09.075
Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the influence of green marketing communication on consumers’ green purchase behaviour. International Journal of Environmental Research and Public Health, 20(2), 1356. https://doi.org/10.3390/ijerph20021356
Ghali-Zinoubi, Z. (2020). Determinants of consumer purchase intention and behavior toward green products: The moderating role of price sensitivity. Archives of Business Research, 8(1), 261–273. https://doi.org/10.14738/abr.81.7429
Ghali, Z., & Toukabri, M. (2019). The antecedents of consumer purchase intention: Sensitivity to price and involvement in organic products—Moderating role of product regional identity. Trends in Food Science & Technology, 90, 175–179. https://doi.org/10.1016/j.tifs.2019.02.028
Govender, J. P., & Govender, T. L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7(2), 77–85. https://doi.org/10.21511/ee.07(2).2016.8
Grebmer, C., & Diefenbach, S. (2020). The challenges of green marketing communication: Effective communication to environmentally conscious but skeptical consumers. Designs, 4(3), 25. https://doi.org/10.3390/designs4030025
Ha, H. Y., & Janda, S. (2012). Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing, 29(7), 461–469. https://doi.org/10.1108/07363761211274974
Hardi, T., Páthy, Á., & Pozsgai, A. (2024). Residents’ attitudes and behaviours toward private green spaces in suburban areas of Central European countries. Regional Sustainability, 5(4), 100180. https://doi.org/10.1016/j.regsus.2024.100180
Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254–1263. https://doi.org/10.1016/j.jbusres.2011.11.001
Iftikhar, F., Asghar, A., & Khan, M. (2022). The impact of green marketing and environmental awareness on consumers’ conscious consumption of green products. Academic Journal of Social Sciences, 6(2), 77–94. https://doi.org/10.54692/ajss.2022.06021695
Jacoby, J. (2002). Stimulus–organism–response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57. https://doi.org/10.1207/S15327663JCP1201_05
Kar, S. K., & Harichandan, S. (2022). Green marketing innovation and sustainable consumption: A bibliometric analysis. Journal of Cleaner Production, 361, 132290. https://doi.org/10.1016/j.jclepro.2022.132290
Kaur, B., Gangwar, V. P., & Dash, G. (2022). Green marketing strategies, environmental attitude, and green buying intention: A multi-group analysis in an emerging economy context. Sustainability, 14(10), 6107. https://doi.org/10.3390/su14106107
Khaola, P. P., Potiane, B., & Mokhethi, M. (2014). Environmental concern, attitude toward green products, and green purchase intentions of consumers in Lesotho. Ethiopian Journal of Environmental Studies and Management, 7(4), 361–370. https://doi.org/10.4314/ejesm.v7i4.3
Lanfranchi, M., Giannetto, C., & Rotondo, F. (2017). Environmental strategy in business: Green marketing communication. Journal of Corporate Responsibility and Leadership, 4(3), 111–126. https://doi.org/10.12775/JCRL.2017.019
Lavuri, R. (2022). Organic green purchasing: Moderation of environmental protection emotion and price sensitivity. Journal of Cleaner Production, 368, 133113. https://doi.org/10.1016/j.jclepro.2022.133113
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs toward the environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703
Malhotra, G., & Srivastava, H. (2024). Green purchase intention in omnichannel retailing: Role of environmental knowledge and price sensitivity. Journal of Strategic Marketing, 32(4), 467–490. https://doi.org/10.1080/0965254X.2023.2241464
Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: An empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682–706. https://doi.org/10.1108/IJCCSM-11-2016-0168
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer-based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96–116. https://doi.org/10.1108/APJBA-08-2021-0398
Roh, T., Noh, J., Oh, Y., & Park, K. S. (2022). Structural relationships of a firm’s green strategies for environmental performance: The roles of green supply chain management and green marketing innovation. Journal of Cleaner Production, 356, 131877. https://doi.org/10.1016/j.jclepro.2022.131877
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review, and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722
Stall-Meadows, C., & Davey, A. (2013). Green marketing of apparel: Consumers’ price sensitivity to environmental marketing claims. Journal of Global Fashion Marketing, 4(1), 33–43. https://doi.org/10.1080/20932685.2012.753293
Taufique, K. M. R. (2022). Integrating environmental values and emotion in green marketing communications inducing sustainable consumer behaviour. Journal of Marketing Communications, 28(3), 272–290. https://doi.org/10.1080/13527266.2020.1866645
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3), 850. https://doi.org/10.3390/ijerph17030850
Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness-driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624–638. https://doi.org/10.1108/MIP-12-2021-0457
Additional Files
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
