Signaling Green: Impact of Green Product Attributes on Consumers Trust and the Mediating Role of Green Marketing

The purpose of this research is to highlight the relationship between green product attributes and consumer trust that influence consumers' decision to purchase green products in the context of Pakistan. This study contributes to determining quantitatively how green product attributes such as physical, perceptual, and reflexive attributes influence consumers' trust to purchase a green product and investigates the mediating role of green marketing. Data was collected from different industrial sectors through a survey questionnaire. We employed Structural Equation Modeling (SEM) using the SMART-PLS software to check the reliability and validity of the constructs, and to test the hypotheses. This study reveals variations in terms of shaping the sustainable consumers' buying behavior by modifying product attributes and green marketing strategies that are in congruence with the proposed hypotheses of this study. In the end, the findings and interpretations of the results are given which can guide the managers to develop effective green marketing campaigns in reshaping the purchase intentions of consumers toward their green products.

Automated summary

This research examines the relationship between green product attributes and consumer trust in the context of Pakistan. The study finds that physical, perceptual, and reflexive attributes of green products influence consumers' trust in purchasing them. Additionally, green marketing plays a mediating role in this relationship. The findings provide insights for managers to develop effective green marketing campaigns and shape consumers' purchase intentions towards green products.