RESEARCH ON THE IMPACT OF CLOTHING BRAND GREEN MARKETING ON CONSUMER PURCHASING INTENTION -PERCEIVED VALUE AS A MEDIATING VARIABLE

The purpose of this study is to explore the impact of green marketing strategies employed by apparel brands on consumers’ purchasing intentions and to analyze the mediating role of perceived value in this dynamic process. Consumers are increasingly inclined to choose products with sustainable and eco-friendly features due to a growing awareness of environmental protection. Therefore, brands can not only enhance their image by incorporating green concepts into their marketing strategies but also effectively attract environmentally conscious consumers. Through a combination of a literature review and empirical research, the study examines various dimensions of green marketing strategies, including green products, packaging, advertising, and logistics. Implementing these strategies can enhance consumers’ trust in the brand and increase their perceived value, which, in turn, influences their purchasing decisions. Research indicates that green marketing strategies can effectively enhance consumers’ purchasing intentions, particularly among young consumers and high-income groups. The results indicate that perceived value includes not only the practical value of the product, but it also encompasses emotional and social value. When consumers purchase green products, they often seek to express their sense of social responsibility and environmental awareness through such consumption behaviors.