The Impact of Integrated Green Marketing on Sustainable Consumption with the Mediating Role of Green Purchasing Intent

The aim of the present study was to investigate the impact of integratedgreen marketing on sustainable consumption through the intention topurchase green products. The statistical population of this researchconsists of consumers of green products in Tabriz city, where, based onthe Cochran formula, ۳۰۰ individuals were selected. Data were gatheredusing standardized questionnaires including the Green PurchasingIntent questionnaire by Hong et al. (۲۰۱۴), and the Lüchik SustainableConsumption questionnaire (۲۰۱۱). Content validity, convergentvalidity, and discriminant validity of the questionnaires were confirmedby experts, calculating means and extracting variances respectively.Ultimately, the hypotheses of the research were examined using theStructural Equation Modeling (SEM) method through Smart PLSsoftware, and it was identified that each dimension of product, price,place, and promotion in integrated green marketing has a significantpositive effect on sustainable consumption through the intention topurchase green products by consumers. The findings indicated that themain hypothesis was supported by four sub-hypotheses; therefore,integrated green marketing on sustainable consumption with themediating role of green product purchase intention has a significantpositive impact.

Keywords:

Green Marketing , Green Purchasing Intent , Sustainable Consumption