The impact of green marketing on consumer’s buying intention: A study in Dalat city

Abstract

The main purpose of this study is to examine the influence of green marketing tools on consumers’ purchase intention. Applying the structural equation modeling (CB-SEM) with the sample of 157 consumers in Da Lat City. This research evaluates the effects of five elements of green marketing, including environmental belief, green packaging, eco-labeling, green branding, green advertisement, on consumer purchase intention. The research revealed that green marketing tools play a significant role in inducing a positive purchase intention towards green products. Based on the results of the analysis, the paper also provides managerial implications for using green marketing tools to create green purchasing intentions for green development-oriented and sustainable businesses.