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

• 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
• ISSN: 2071-1050; 2071-1050
• DOI: 10.3390/su151612534

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.