A social practice theory perspective on green marketing initiatives and green purchase behavior

PurposeThe purpose of this study is to ascertain the effects of environmental knowledge and green consumption as mediators on the relationship between green marketing and green buying behavior. This study utilized the definition that needs to customers that are based on environmental concerns and influence the buying behavior for green products. This not only focuses on the ecological concern in organizational operations but also focuses on the customers' knowledge about the environment and how it influences their decisions. Three dimensions have been identified in this research to describe green marketing. These are ecolabeling, green branding and green advertising.Design/methodology/approachA survey research method has been utilized to collect data on a questionnaire adapted from previous research. The data collected have been analyzed with SmartPLS to assess the measurement model for reliability and validity and structural model for hypothesis testing and confirmation.FindingsFocusing on the level of environmental knowledge of customers, it comes to surface that customers in developing countries have lesser knowledge in comparison to the customers in developed countries. This causes concern for the marketing departments in organizations since different customer niches demand different marketing solutions to influence their buying decision. Environmental knowledge does not mediate the relationship between green marketing and green buying behavior whereas green consumption mediates the relationship between green marketing and green buying behavior.Originality/valueThis study incorporates the social practice theory in green marketing research on the organizational level. This study brings together marketing practices under the influence of environmental knowledge for buying behavior formation in a novel manner. The influencing of customer decisions through green marketing strategies determines the success of the marketing initiative. Also, the theoretical foundations on social practice theory and the empirical design of the study to observe the relationships with the survey are new steps.