Mediation effect of branding between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka

Background:With the growing environmental issues, people are more concern about securingenvironment and situation has led change in consumer purchasing approach towards a ecofriendlylifestyle. Therefore, companies also are being transforming to eco-friendly aspects ofmarketing through implementing green marketing strategies to achieve sustainable competitiveadvantage. The green marketing has verity of advantages for the companies in terms ofincreasing brand image and achieving sustainable environmental benefits. This researchfocuses on the eco-friendly aspects of marketing on consumer purchase intention with theconsideration of brand image as a mediator. Aim: The aim of this research study is to analyse and evaluate Mediation effect of brandingbetween Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka.Methods: The sample size selected for this study was 384 respondents who are frequentvisitors to car dealer companies and most of them own a car. As the sample population,consumers have been selected to determine the effectiveness of the Eco-friendliest aspects ofmarketing on Car purchasing Intention Sri Lanka. To identify the managerial perspectives ofeco-friendly marketing and the consumer purchase behaviour, the interview sample has beendecided with the participants from each district of the country. Depending on this, managers ofdifferent car brands, existing car owners, government officers, students and other professionalschosen and interviewed for qualitative data collection and analysis. Findings: Through the quantitative research method of this research, it has been identified thevarious relationship between purchase intention and the variables such as environmentalawareness, green perceived value, green trust, and mediating effect of brand image. SPSSstatistical software and PROCESS tool are used to test the hypotheses and to reach theobjectives. Qualitative research method has been used to get the managerial and consumerperceptions about the eco-friendly aspects of marketing on purchase intention. Conclusion: This research has reflected upon the eco-friendly aspects of marketing in cardealer companies in Sri Lanka. The impact of environmental awareness, green trust, perceivedquality, and mediating role of the brand image on purchase intention of Sri Lankan consumersalso been showed throughout this research. This research has shown the influences of ecofriendlinesswhen consumers purchase their cars which impact on business functions of the car dealer companies/marketers in auto industry in Sri Lanka. The relationships between greenmarketing factors and purchase intention have been also successfully derived throughout thisresearch.