Exploring the Relationship between Environmental Concerns, Green Marketing, and Brand Image with Green Purchasing Intention

DOI

10.2991/978-2-38476-253-8_42How to use a DOI?

Keywords

Environmental concern; Green purchasing intention; Empirical research; Relevant analysis

Abstract

This study explores the impact of environmental concern, green marketing, and brand image on consumers’ willingness to purchase green products. The research employed a mixed-method approach and surveyed 339 consumers. The results indicate that environmental concern positively influences green marketing. Consumers who are environmentally conscious exhibit a more positive response to companies’ green marketing efforts. Green marketing directly enhances consumers’ willingness to purchase green products and partially mediates the influence of environmental concern on purchase intention. Environmental concern has a positive impact on brand image, and a reinforced brand image further enhances consumers’ willingness to purchase green products, playing a partial mediating role between environmental concern and green purchase intention. There is a significant correlation between green marketing and brand image, suggesting that they can mutually reinforce each other in corporate strategies, collectively driving consumers to make more environmentally friendly purchasing choices. These findings offer new insights into understanding consumers’ green purchasing behavior and provide empirical support for how businesses can enhance market competitiveness and green innovation capabilities through green strategies. This study extends the theoretical framework of environmental marketing and consumer behavior research and offers practical guidance for practitioners.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Haiying Yang
AU  - Nusanee Meekaewkunchorn
AU  - Chaiyawit Muangmee
PY  - 2024
DA  - 2024/05/28
TI  - Exploring the Relationship between Environmental Concerns, Green Marketing, and Brand Image with Green Purchasing Intention
BT  - Proceedings of the 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024)
PB  - Atlantis Press
SP  - 346
EP  - 353
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-253-8_42
DO  - 10.2991/978-2-38476-253-8_42
ID  - Yang2024
ER  -