Impact of Green Marketing Mix on the Purchase Intention: Total Image as Mediator and Psychological Variables as Moderator

Abstract

Green marketing concept emerged as a result of organizations' interest in environment. These originations realized that their survival and continuity lies in the coordination between its interest and the benefits of consumer and society. Green marketing includes a broad range of activities such as product modification, change in the production process, modification in advertising, and change in packaging. This study aimed to investigate the relationship between green marketing mix and purchase intention among Sudanese universities students in Khartoum state in addition to examine the total image as mediator on the relationship between green marketing mix and purchase intention. The study also aimed to evaluate the moderating variable role represented in psychological variables on the relationship between green marketing mix and total image. Data was gathered by using convenience sampling, and 417 questionnaire distributed among a sample of students in Sudanese universities in Khartoum state. 341 were collected during august and September 2015 and they were analyzed using SPSS. Findings revealed that there are four components of green marketing mix namely green product green price green place and green promotion. The findings also provided some empirical support for the theoretical framework and the results indicated that the components of green marketing mix influencing purchase intention through the total image. The results of the study demonstrated support for the effects of the four total image on consumers purchase intention. This study also provided evidence to support the moderating effect of the three dimensions of psychological variables namely (environmental knowledge, environmental concern and environmental believes) on the relationship between green marketing mix and total image while one dimension of psychological variables (environmental awareness) was antecedent to corporate image. Based on the study's findings discussions of the existing finding as well as the theoretical practical implications and limitations of the study were provided.