Role of Green Marketing Mix and Attitude toward Green Marketing on Buyer’s Behavior and Brand Loyalty

Abstract

The current study aims to examine the impact of attitude toward green marketing and the elements of the green marketing mix—product, price, place, promotion, and packaging—on green purchase intention, as well as its subsequent influence on green purchase behavior, willingness to pay a premium, and green brand loyalty. The study also examines the moderating role of demographic factors in the context of textile firms in Pakistan. Adopting a quantitative research approach, the study is based on a deductive reasoning framework and follows an explanatory research design. Data were collected using a structured questionnaire through a convenience sampling technique, targeting 200 respondents from the textile industry. The survey data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via Smart PLS software. The results revealed a significant positive impact of attitude toward green marketing (β = 0.416, p = 0.0001) on green purchase intention. Additionally, all GMM elements—price (β = 0.247), place (β = 0.1163), promotion (β = 0.2722), and packaging (β = 0.227)—were found to significantly influence green purchase intention. GPI further exhibited strong positive effects on GPB (β = 0.6371), willingness to pay premium (β = 0.5574), and green brand loyalty (β = 0.2209). Demographics showed a significant moderating effect between GPI and green brand loyalty (β = 0.2651, p = 0.0001), while the moderation between GPI and behavior was weak and negative (β = -0.0462, p = 0.2823). The study offers valuable insights for green marketing strategies in the textile sector.