Where Green Values Meet Consumer Action: An Examination of Green Marketing’s Impact on Green Purchase Intention and the Roles of Green Brand Positioning, Awareness, and Attitude

Consumers’ awareness of the deterioration of their surrounding environment has been steadily increasing. Consequently, today’s consumers not only demand that businesses implement green and environmentally friendly marketing activities but also expect companies to be genuinely green in their perception, provide superior value compared to competitors, and be truly favored by them in order to drive green purchase intentions. Grounded in the stimulus-organism-response framework, this study aims to assess the relationship between green marketing and consumers’ green purchase intention through the mediating variables of green brand positioning, green brand awareness, and green brand attitude. By surveying 265 consumers in Ho Chi Minh City who have experienced green marketing activities and purchased environmentally friendly products in the beverage sector and analyzing the data using partial least squares structural equation modeling, the results indicate that green marketing not only has a direct impact on consumers’ green purchase intention but also exerts an indirect effect through green brand positioning, green brand awareness, and green brand attitude. Based on these findings, several managerial implications are proposed for businesses, not only to leverage green marketing to enhance consumers’ purchase intentions but also to strengthen superior brand positioning and facilitate consumers’ recognition and preference for brands due to their green and environmentally friendly characteristics.