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

Abstract

In recent years, environmental sustainability has become a top priority in international politics and a vital driver of innovation. Green product companies are growing rapidly as consumers show more interest in environmentally friendly products. This study analyzes the impact of green marketing on customer purchase intention and how environmental knowledge moderates this relationship. Understanding how customers' environmental understanding influences their response to green marketing can help marketers and companies develop effective sustainability-focused marketing strategies The influence of environmental information and green marketing on consumer purchase intention is not clear. This study examines how environmental information and green marketing affect customers' purchase intentions. The study used a quantitative research design and collected data from 251 users of green products. The results show that Social Influence, Environmental Concern, Subjective Norms, and Perceived Green Control have a positive and significant effect on green purchase intention (GPI). Additionally, the results indicate that environmental knowledge moderates the relationship between GPI and Green Purchase behavior (GPB). This study provides valuable insights for green marketers and businesses by exploring the link between environmental understanding, green marketing, and customer purchase intention. It examines the complex relationship between green marketing, environmental understanding, and customer behavior to help marketers gain a better understanding of sustainability-focused marketing.