Abstract:
Purpose: The proposed study used empirical research to examine the psychological processes connecting Perceived Sustainable Marketing (PSM) to consumer behavioral outcomes. In particular, it focuses on the moderated mediation process where the Brand Image (BI) mediates the connection between PSM and Sustainable Purchase Intention (SPI), and this mediating effect depends on the extent of the Environmental Concern (EC) of a specific individual. Design/Methodology/Approach: This research used quantitative research design that involves a cross-sectional survey that was conducted on a sample of consumers. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used when analyzing data. PLS-SEM is the option of choice because it is suitable to test challenging models that include both latent variables and the capability to test both the measurement model (reliability and validity) and structural model (hypothesized relationships) and mediation and moderation effects. Originality/Value: The study adds to the body on sustainable marketing by formulating and experimenting with a conditional integrated process model. It goes beyond the determination of direct effects to clarify how (with the help of BI), and who (tamed by EC) PSM is converted into purchase intentions. These complex interactions are well methodologically validated using the application of PLS-SEM. In practice, the results provide managers with practical knowledge on how to segment the market according to the environmental values and develop specific communication strategies that will positively shape the image of the brand to achieve sustainable consumption. Results and Conclusion: This study is an empirical validation of the SOR model in the sustainable marketing domain, which demonstrated that the direct effect of PSM on BI, indicated by p = 0.000, was accepted, which showed a strong direct effect. Additionally, the direct effect of BI on SPI p = 0.000, indicating strong direct effect and was accepted. The indirect relationship of BI to PSM and SPI is supported by p = 0.000. The moderation effect test shows a p value of 0.810 which is rejected. In general, the effects of direct and indirect are supported, except for the moderation hypothesis. The findings emphasize the importance of developing BI instead of segmenting consumers on the basis of their EC for practitioners and managers. Effective sustainable marketing needs to create a positive BI and then lead to SPI.
