Consumers’ Purchase Intentions of Organic Vegetables

What is it about?

This study tests the mediating effects of corporate social responsibility (CSR), product image, and corporate reputation on the relationships between green marketing awareness and consumers’ purchase intentions of organic vegetables.

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Why is it important?

The study’s outcomes are essential to promote better market demand, segmentation, targeting and positioning of green products. Product image was confirmed as the leading factor that partially mediated the influence of consumer green marketing awareness on consumers’ purchase intentions of organic vegetables, and this was followed by CSR. Marketing managers should, therefore, develop various effective strategies to communicate their companies’ product image, embracing green marketing practices in order to increase market awareness, and providing positive recommendations to friends and relatives via marketing communication channel like the short message service (SMS), emails, and social networking sites (SNS) such as Facebook and Twitter. Although the mediating effect of corporate reputation on consumer green marketing awareness and retail purchase intentions towards the product were not statistically establishedin this study, marketers must not overlook this dimension, as it is amongthe important aspects of green marketing practice. The theoretical significance in this paper is clear as this study engaged quantitative research design applying the PLS approach which provides a useful understanding of the mediating effects of CSR, product image, and corporate reputation on the relationships between green marketing awareness and consumers’ purchase intentions of organic vegetables. Indeed, the outcomes of this study enlarge the emerging literature on ecologically conscious consumer behaviour, which is insufficiently researched in the Malaysian context.

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