Sustainable marketing effects on green car intentions: a serial mediation and MGA approach

Purpose This paper aims to analyze the role of sustainable marketing on consumers’ intention to purchase green cars. This study explores the mediating effects of environmental concern, consumer trust and attitude. This study assesses differences in the relationships between Generation Y (Gen Y) and Generation Z (Gen Z) using a mediated moderation model. Design/methodology/approach A quantitative design was used, with data collected from 323 respondents in Northern India via a structured questionnaire, and analyzed using partial least squares structural equation modeling and multi-group analysis to compare generational effects. Findings The findings of this study indicate that sustainable marketing positively impacts purchase intentions via environmental concern and attitude. However, there is neither mediation effect from consumer trust nor a direct influence on intention. This was the case for both generational cohorts, and moderating hypotheses of generational differences were not supported. Practical implications Marketers and policymakers are advised to use unified strategies for environmental messages to raise consumer awareness and promote green cars. Trust-building techniques are less significant than environmental framing. Originality/value This research uses signaling and Stimulus–Organism–Response theory to explain how sustainable marketing leads to green cars’ purchase. This study adds to the literature by showing that serial mediation of environmental concern and attitude and generational differences produces no significant changes.