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

Kashif Ullah Khan; Fouzia Atlas; Muhammad Zulqarnain Arshad; Sadia Akhtar; Farhan Khan

doi:10.3389/fpsyg.2022.790272

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

Front Psychol. 2022 Aug 2:13:790272. doi: 10.3389/fpsyg.2022.790272. eCollection 2022.

Authors

Kashif Ullah Khan¹, Fouzia Atlas², Muhammad Zulqarnain Arshad³, Sadia Akhtar⁴, Farhan Khan⁵

Affiliations

¹ School of Management Sciences, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology, Swabi, Pakistan.
² Department of Management Sciences, Women University Swabi, Swabi, Pakistan.
³ School of Business Management, College of Business, Universiti Utara Malaysia, Bukit Kayu Hitam, Malaysia.
⁴ School of Humanities and Social Science, University of Science and Technology of China, Hefei, China.
⁵ Department of Government and Public Policy, National Defense University, Islamabad, Pakistan.

Abstract

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.

Keywords: consumer trust; green marketing; green product attributes; mediation; signaling green.