Harnessing green purchase intention of generation Z consumers through green marketing strategies

IF 4.8 Q1 BUSINESS Business Strategy and Development Pub Date : 2024-08-06 DOI:10.1002/bsd2.419
Faraj Mazyed Faraj Aldaihani, Md Asadul Islam, Seyed Ghasem Saatchi, Md Anamul Haque
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Abstract

Drawing on value-belief-norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies.

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通过绿色营销战略把握 Z 世代消费者的绿色购买意向
本研究以价值-信念-规范理论和计划行为理论为基础,探讨了绿色营销策略的应用及其通过绿色态度和 Z 世代消费者使用生成式人工智能(AI)来利用绿色购买意愿的有效性之间的差距。本研究利用偏最小二乘法结构方程模型,从随机抽取的 357 名 Z 世代消费者中收集数据,探索了一个中介调节模型。结果显示,在绿色广告、绿色标签和绿色包装这三种绿色营销策略中,只有绿色包装对购买意向有直接的积极影响,而其他策略则没有。此外,研究还发现,在绿色营销策略与购买意向之间,绿色态度是一个积极且显著的中介因素。这表明,绿色营销策略并不能直接激发绿色购买意向,其效果取决于绿色态度等干预变量。此外,研究还表明,年轻消费者使用生成式人工智能会增强绿色态度对购买意向的积极作用。在研究结果的基础上,我们提出了理论和实践方面的启示,并论证了研究的局限性和未来研究的方向。
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来源期刊
Business Strategy and Development
Business Strategy and Development Economics, Econometrics and Finance-Economics, Econometrics and Finance (all)
CiteScore
5.80
自引率
6.70%
发文量
33
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