Direct and Indirect Effect of Green Marketing on Intention to Buy Green Products in Consumers

Green marketing is a modern form of conducting business through eco-friendly products. The study aimed to investigate the mediating effect of green product awareness between green marketing and intention to buy green products. The study was based on a purposive research technique. Participants comprised of consumers (N=300) approached in the markets situated in Sargodha. Data were collected by using the purposive sampling technique. Three self-report measures, including the Green Marketing Scale, the Attitude Toward Green Product Scale, and the Intention to Buy Green Products Scale. Mediation analysis through PROCESS Macro revealed that green marketing has a positive direct and indirect impact (through attitude towards green products) on consumer purchase intentions to buy green products. The study has implications in positive consumer psychology.