دورية أكاديمية
The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention.
| العنوان: | The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention. |
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| المؤلفون: | Baltaci DÇ; Department of Hair Care and Beauty Services, Vocational School of Social Science, Gumushane University, Gumushane, Turkey., Durmaz Y; Department of Marketing, Faculty of Economics, Administrative & Social Sciences, Hasan Kalyoncu University, Gaziantep, Turkey., Baltaci F; Department of Tourism Management, Hasan Kalyoncu University, Gaziantep, Turkey. |
| المصدر: | Brain and behavior [Brain Behav] 2024 Jun; Vol. 14 (6), pp. e3584. |
| نوع المنشور: | Journal Article |
| اللغة: | English |
| بيانات الدورية: | Publisher: John Wiley & Sons Country of Publication: United States NLM ID: 101570837 Publication Model: Print Cited Medium: Internet ISSN: 2162-3279 (Electronic) NLM ISO Abbreviation: Brain Behav Subsets: MEDLINE |
| أسماء مطبوعة: | Original Publication: Hoboken, NJ : John Wiley & Sons |
| مواضيع طبية MeSH: | Intention* , Consumer Behavior*/statistics & numerical data , Marketing*/methods , Awareness*, Humans ; Male ; Female ; Adult ; Young Adult ; Models, Psychological ; Psychological Theory ; Surveys and Questionnaires ; Adolescent ; Attitude |
| مستخلص: | Introduction: This study investigates the determinants impacting consumer purchasing behavior. Methods: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses. Results: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers' purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process. Conclusion: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers' purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers' green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals. (© 2024 The Author(s). Brain and Behavior published by Wiley Periodicals LLC.) |
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| فهرسة مساهمة: | Keywords: Generation Z; green awareness; green brand; green marketing; planned behavior; purchase intention |
| تواريخ الأحداث: | Date Created: 20240614 Date Completed: 20240614 Latest Revision: 20240616 |
| رمز التحديث: | 20240616 |
| مُعرف محوري في PubMed: | PMC11177040 |
| DOI: | 10.1002/brb3.3584 |
| PMID: | 38873874 |
| قاعدة البيانات: | MEDLINE |
Full Text Finder | تدمد: | 2162-3279 |
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| DOI: | 10.1002/brb3.3584 |