The Mediating Role of Word-of-Mouth Communication in the Effect of Green Marketing Mix on Green Brand Awareness: Generation Y Review

The increase in production and urbanization associated with industrialization and the diversification of consumer needs have led to the destruction of nature and an increase in environmental pollution. It has become evident that consumers are increasingly aware of the necessity to adopt a more conscious approach to environmental protection. In this context, while manufacturers are focusing on incorporating environmentalist practices into their business processes, it has become crucial that these practices are acknowledged and endorsed by consumers. The objective of this study is twofold: firstly, to determine the effect of green marketing practices employed by personal care and hygiene products brands on word-of-mouth communication and green brand awareness; and secondly, to ascertain whether word-of-mouth communication acts as an intermediary in the process of creating green brand awareness through green marketing practices. The study was conducted with 323 participants from Generation Y who purchased personal care and hygiene products. The data were collected via an online questionnaire using a judgmental sampling method. According to the findings of the study, it is determined that the applications of green marketing mix other than green price have an effect on word-of-mouth communication. It was found that green product and green promotion have an effect on green brand awareness, but green price and green place have no effect. In addition, it is seen that word-of-mouth communication has a partially mediating role on green brand awareness together with both green product and green promotion.