Enhancing competitiveness of green environmental practices and green purchase intentions in Asian markets: Evidence from the extended norm activation model
Rizwan Raheem Ahmed, Dalia Streimikiene, Yaty Sulaiman, Jahanzeb Asim, Justas Streimikis
Keywords:
Brand competitiveness; green environmental practices; green purchase intention; green marketing; green entrepreneurial orientation; green psychological benefits; green innovation
Abstract:
This paper examines the impact of green environmental practices and their dimensions, such as attitude towards green products, green marketing mix, and green customer value on green environmental practices and green purchase intention, which enhance the brands’ competitiveness of manufacturing units of Asian economies. This paper further examines the influence of green entrepreneurial orientation, psychological benefits, and green innovation as mediating variables between exogenous and endogenous variables. The paper finally investigates the impact of green marketing as a moderator between exogenous and endogenous variables. The researchers employed a modified and structured questionnaire to obtain 498 responses from China, Pakistan, India, South Korea, and Bangladesh. For analysis, the researchers used PLS-SEM modeling using Smart-PLS 4.0. The research study’s findings demonstrated that green environmental practices have a positive and significant relationship with green purchase intention. The outcomes of this research further reveal that attitudes towards green products, green marketing mix, and green customer value significantly and positively impact green environmental practices, enhancing competitiveness and corporate image. The mediation findings exhibited that green entrepreneurial orientation, psychological benefits, and innovation have a significant and positive influence as mediating variables between green environmental practices and green purchase intention. Finally, the outcomes of moderation of green marketing exhibited a significant and positive impact between exogenous and endogenous variables. The study’s findings have demonstrated a significant theoretical and managerial implication for researchers, academicians, industry practitioners, and policymakers. Industry practitioners can develop effective strategies to enhance the competitiveness of their brands in industrial manufacturing units in Asian economies.
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 Enhancing competitiveness of green environmental practices and green purchase intentions in Asian markets: Evidence from the extended norm activation model [PDF file] [Filesize: 247.08 KB]
 10.7441/joc.2024.03.10
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