Influence of Green Marketing Strategies and Consumer Perception on Green Brand Trust and Purchase Intention

Abstract

The primary aim of this study research is to investigate the impact of green marketing strategies and consumer perception on trust and purchase intention. However, there are many researches done green marketing in different countries. This study investigated the impact of green marketing strategies, such as green advertising receptivity, green brand image, and perceived quality, on customer purchase intention, with mediating effect of green brand trust. A structured questionnaire was shared with the residents of major city of Pakistan using google form. The study employed a quantitative research approach and a total of 328 respondents were collected through convenience and snowball sampling, and data was analyzed using SPSS and Smart PLS. The findings revealed green marketing strategies significantly impact customer trust. The results also indicates that green brand trust have significant mediating impact between green marketing and purchase intention.