Green Marketing and Consumer Buying Behavior: Mediating Role of Environmental Concern
Year: 2026
Type: article
Study design: Observational Study
Abstract: Sustainability has become a primary concern of marketing in recent years, as environmental degradation and changing values of consumers have brought it to the forefront of marketing practice. However, the influence of green marketing on consumer buying remains unclear, especially in emerging economies. In this study, the influence of green marketing on consumer buying behavior is examined in the context of whether environmental concern explains the relationship between green marketing and buying behavior among consumers in Khyber Pakhtunkhwa Pakistan. The data were collected by using convenience sampling of 229 consumers who purchased an environmentally friendly product during the last one year by using a structured questionnaire, based on the theory of planned behavior and value-belief-norm theory. Structural relationships were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) and bootstrapping (5,000 resamples) was used to test mediation. All the measurement model criteria were fulfilled, such as composite reliability, average variance extracted, and the Heterotrait-Monotrait ratio (HTMT), which was exceeded for two of the three constructed pairs and was just above the conservative level for the third pair. Findings revealed that Green marketing had a significant positive effect on environmental concern, and the environmental concern was in turn significant in predicting the buying behavior. Environmental concern partially mediated the link between green marketing and buying behavior. Collectively, the model accounted for 66.8% of the variance in buying behavior. The results expand TPB and VBN theory to an under-researched market, and provide actionable guidance for marketers, retailers and policy makers in their sustainability communication design.
DOI: 10.59075/g3f9wp36
Authors: Amir Zeb, Dr. Muhammad Asif Ali, Dr. Atta e Rabbi, Junaid Ahmad, Hamid Hussain
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7204756534