The Impact of Green Marketing on Consumer Purchase Intention: The Moderating Role of Environmental Knowledge

Mahdi Aliyari

doi:10.63053/ijmea.62

Authors

Mahdi Aliyari Management Department, Business Management major, Islamic Azad University, Central ‎Tehran Branch, Iran

DOI:

https://doi.org/10.63053/ijmea.62

Keywords:

Green Marketing, Purchase Intention, Environmental Knowledge, Green Product

Abstract

Today, environmental issues have concerned citizens, organizations, and institutions worldwide more than 30 years ago, prompting consumers to consider environmental issues in their purchases. The increase in public concern and awareness about health and environmental protection has led consumers to consider environmental issues in their purchases. This consumer awareness of climate change and sustainability has led to the supply of environmentally friendly products. Therefore, this study aims to investigate the impact of green marketing on consumer purchase intention with the moderating role of environmental knowledge. The research is applied in terms of objective and descriptive-analytical in terms of method, using a questionnaire tool. The statistical population of the study includes customers of online stores in Isfahan city. The sample size was calculated as 267 individuals using the Cochran formula. Hypotheses were tested using PLS Smart software and structural equation modeling. The results indicate that each dimension of green marketing (green product, green price, green promotion, and green place) has a significant and positive effect on consumers' green purchase intention, and the moderating role of environmental knowledge in the relationship between green marketing and green purchase intention is confirmed.

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