Drivers of green persistence intentions in an authentic green brand, moderating role of green self-efficacy

Abstract

The purpose of this research is to help companies enhance the efficacy of their green marketing by presenting novel green marketing strategies that align with present environmental trends. Recently, there has been a surge in interest in sustainable consumption, which has led to several inquiries into the green gap phenomenon. To bridge the knowledge gap, this study concentrates on cutting-edge methods of green marketing that align with environmental trends and help companies increase the efficacy of their green marketing initiatives. Consequently, to address the managerial implications of the six unique concepts—green authenticity, green self-efficacy, green experiential satisfaction, green passionate love, and green perseverance intentions—a study framework must be established. Public Limited universities in Rawalpindi and Islamabad were the sites of research that put the idea of a green university into practice. Both students and teachers were considered for this survey. Using a structured questionnaire, 323 answers were collected. A total of 323 students from various academic backgrounds filled out the survey, with 90 of them people being faculty members. The research's measurement and structural framework were examined using SmartPLS, and the results demonstrate that all six hypotheses were significant. The relationship between positive experiences with green things and plans to keep doing green is being moderated, in part, by green self-efficacy.