The Role Brand Trust in The Relationship between Green Marketing and Green Purchase Intention: An Evidence from Oman Customer
List of Authors
Adnan Said Safrar, Awadh Mohammad, Zaharuzaman Jamaluddin
Keyword
Green Marketing; Green Purchase Intention; Brand Trust; Green Brand Knowledge; Customer Attitude; Environmental Knowledge; Eco-Labelling; Oman; PLS-SEM
Abstract
This study examines how green marketing factors influence green product purchase intention in Oman, with brand trust as a mediating variable. Specifically, the study investigates the role of green brand knowledge, customer attitude, environmental knowledge, and eco-labelling in influencing consumer intention to purchase green products. A quantitative research design was used, and data were collected through 400 distributed questionnaires, of which 314 usable responses were analysed using SPSS and SmartPLS. The measurement results demonstrated satisfactory reliability and validity, including internal consistency, convergent validity, and discriminant validity. The structural model revealed that green brand knowledge, customer attitude, environmental knowledge, eco-labelling, and brand trust all significantly influenced green purchase intention. Among the variables in the study, brand trust emerged as the strongest predictor. The model demonstrated substantial explanatory power, explaining 58% of the variance in brand trust and 64% of the variance in green purchase intentions. Mediation analysis confirmed that brand trust partially mediated the relationship between all green marketing variables and green purchase intention. These findings confirm the important role of trust as a mechanism enabling green marketing strategies to be translated into consumer behavioral intentions. This study contributes to the green marketing and consumer behavior literature by providing empirical evidence from the Omani context and offering managerial implications for companies seeking to increase green product adoption through trust-building strategies.