The Impact Of Green Marketing On Green Purchase Intentions And Green Consumption Behavior Is Influenced By Environmental Concerns.

Abstract

This study examines the influence of green marketing on green purchase intentions and green consumption behavior, with a focus on how environmental concerns moderate these relationships. Utilizing a sample size of 500 respondents, data was collected through structured questionnaires and analyzed using regression and moderation analysis. The findings reveal that green marketing positively influences both green purchase intentions and green consumption behavior, and this impact is significantly enhanced by higher levels of environmental concern. The results provide valuable insights for marketers and policymakers aiming to promote sustainable consumption patterns.