The Motivational Factors of green Marketing Affecting Green Consumption Behavior: The Mediating role of Green Purchase Intention. Considering the Consumers’ Ageing Groups

نوع المستند : المقالة الأصلية

المؤلفون

1 كلية التجارة جامعةطنطا

2 كلية التجارة -جامعة طنطا

المستخلص

The research focused on the motivational factors of marketing green products that can encourage green purchase intension and therefore green Consumption behavior.
The research tests the mediating role of green purchase intension in the relationship between the green motivational factors and green consumption behavior. Additionally, the moderating role of age was considered. The Study was applied on RNKL (an Egyptian green products made from recycled cardboard). Based on an online questionnaire, which was developed and uploaded on RNKL Instagram link; 308 green users answered this survey. Data was collected and analyzed using Partial Least Squares (PLS), which is one of the structural equation modeling methods. Smart PLS V.3 was used to test the model and hypotheses. The research confirmed the significant impact of adapting the green motivational factors on green consumption behavior and purchase intension. Additionally, the green purchase intension was confirmed to having a mediating role between green motivational factors of green marketing and green consumption behavior. Moreover, when young green users’ intent to having green products, they take the action of consumption before others. So, age was considered as moderate variable between green consumption behavior and purchase intension. The study focused on the green product quality and green value to motivate the consumers toward green consumption behavior, and talked into account young age, who care about green products.

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