The influence of green communication tools on green purchase intention: mediating role of perceived eco-friendly brand and green consumption value

Purpose This study aims to examine the effect of green communication tools such as Eco-labeling, attitudes toward eco-friendly packaging and receptivity to green advertisements, on customers’ intentions to make green purchases. The research further explores the mediating effects of eco-brand perception and green consumption value to provide insights into the drivers of green purchase behavior. Design/methodology/approach The methodology included gathering responses through a structured questionnaire from 510 Indian consumers, chosen via purposive sampling. Structural equation modeling (SEM) was employed to examine the mediating role of perceived eco-friendly brands and green consumption value, as well as to assess causal relations between the latent variables. Findings The study’s outcome indicates that perceived eco-friendly brands play a pivotal role in significantly mediating the relationship between eco-labeling, eco-friendly packaging attitudes, and green purchase intentions. Furthermore, green consumption value significantly influences consumers’ purchase decisions. The research underscores the importance of attitudes toward eco-friendly communication tools, enhancing the likelihood of green purchases, with perceived brand value and consumption values as key mediators. Research limitations/implications This study is constrained by its cross-sectional approach, which covers a snapshot of consumer behavior at one point. To enhance the validity and reliability, future studies may employ a longitudinal methodology to track purchase patterns over time. Practical implications Marketers and policymakers can use these insights to create more successful green communication strategies. By augmenting consumer knowledge and trust in eco-friendly products, enterprises may foster sustainable buying habits and improve their eco-brand image. Originality/value This research offers a unique model by examining the combined mediating effect of perceived eco-friendly brands and green consumption value in driving green purchase intentions. It augments understanding of how various eco-friendly communication tools work together to impact consumer behavior. The study also contributes to the progression of signaling theory and the elaboration likelihood model (ELM) by indicating how green branding acts as a signal and how GCV shapes the green purchase intention of consumers.