Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance c...

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Bibliographic Details
Published in:Sustainability 2023-08, Vol.15 (16), p.12534
Main Authors: Pancić, Mladen, Serdarušić, Hrvoje, 262, ućić, Dražen
Format: Article
Language:English
Subjects:
Advertising
Brand equity
Brand identity
Brand image
Brand loyalty
Competition
Competitive advantage
Consumer attitudes
Consumer behavior
Consumers
Corporate image
Customer satisfaction
Decision making
Environmental protection
Green marketing
Influence
Market strategy
Marketing research
Perceptions
Preferences
Sustainability
Sustainable development
Theory of planned behavior
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Summary:Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating the moderating effects of green awareness on these relationships and examining how green satisfaction influences the connection between green marketing and loyalty Research gaps include the unexplored integrated effects of green marketing on consumer repurchase intentions and the moderating roles of green awareness and green satisfaction in these relationships. Using Smart PLS 3.3.3, this study used structural equation modeling (SEM) to test the direct and moderating effects of green satisfaction and awareness. This study used a non-probabilistic sampling technique to target 371 final consumers on social media. The results suggest that green marketing positively impacted all green outcomes and that green advertising, brand loyalty, brand equity, and brand innovativeness positively impacted repurchase intention. However, this study found no significant moderating effects of green satisfaction and green awareness on the relationships between the green outcomes. The findings provide important insights for companies looking to implement green marketing strategies and offer potential avenues for future research.
ISSN:2071-1050
2071-1050
DOI:10.3390/su151612534