Conceptual analysis of the relationship between green marketing mix and green purchase intention: Mediating role of green trust among Nigerian consumers
List of Authors
  • Abubakar Zubairu , Khairul Anuar Mohammad Shah

Keyword
  • Green Trust, Green Purchase Intention, Green Product, Green Place, Green Price, Nigeria

Abstract
  • This study's main goal is to provide a thorough conceptual examination of the relationship between Nigerian consumers' intents to make green purchases and the green marketing mix, with an emphasis on the mediating function of green trust. The methodology used for this paper consist of library search and evaluation of previous literatures on the subject matter of green buying behaviour. The library search includes online databases such as Scopus and Google Scholar. The study finds that green trust significantly mediates the relationship between green marketing initiatives and customers' intentions to purchase green products. This highlights the importance of trust in influencing sustainable consumer behavior. The research is constrained to the Nigerian context, which may impact the applicability of the findings to other cultural or economic contexts. Additional research could broaden the range of investigation to encompass other developing economies, thus achieving a more thorough comprehension. The findings provide practical guidance for corporations, marketers, and lawmakers to enhance consumer trust in green marketing efforts by implementing sustainable practices, establishing authentic branding, and fostering transparent communication. These insights can aid in formulating more efficient methods to promote environmentally friendly items and encourage sustainable consumer habits. There is limited knowledge regarding the influence of green trust on Nigerian consumers' feeling to participate in environmentally sustainable purchasing, specifically within the framework of the green marketing mix This research aims to address the lack of understanding regarding the significance of the relationship between the green marketing mix and green purchase intention, specifically focusing on the mediating function of green trust among Nigerian consumers. This study contributes to the literature by incorporating green trust as a crucial component in the green marketing mix and by extending existing models like the Theory of Planned Behavior and the Trust Transfer Model. It provides a unique perspective on sustainable consumer behavior in emerging economies, particularly in Nigeria.

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