Green Marketing Communication and Consumer Purchase Intention in Non-Metro Areas: Mediating Roles of Environmental Concern and Price Sensitivity

Abstract

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.