Moderating The Role of Green Trust in The Relationship of Green Brand Positioning, Green Marketing, Green Production, and Green Consumer Value on Green Purchase Intention of University Students in Iraq
- Title
- Moderating The Role of Green Trust in The Relationship of Green Brand Positioning, Green Marketing, Green Production, and Green Consumer Value on Green Purchase Intention of University Students in Iraq
- Abstract
-
The primary objective of this study is to examine the direct relationship between green brand positioning, green marketing, green manufacturing, green consumer value, and green purchase intent. This study also investigated the moderating effect of green trust. This investigation was conducted with university students from Iraq. The present study utilized a survey to collect data from respondents. The current analysis was quantitative and employed a cross-sectional research methodology. The survey used a 5-point Likert scale. The distribution of a questionnaire to students was based on convenience sampling. The rate of useable responses was 74%. The collected data were evaluated with Smart-PLS. According to the study's findings, green purchasing intent is directly influenced by green brand positioning, green marketing, green trust, and green production. In addition, the moderating function of green trust is validated. The study's conclusions are beneficial for academics and policymakers
- Scientific Type
- غير معروف
- Journal volume
- vol.10,No.3
- Collaboration type
- مشترك
- Publish Date
- November 15, 2022
- Participated Universities (Publication)
-
Alnoor University
- Scopus status
- In Scopus
- Scopus index year
- 2 022
- Scopus quarter
- 3
- Scopus citation score
- 1
- Clarivate status
- Not In Clarivate
- Pub. Med. status
- Not In PubMed
- Author (Publication)
- مصطفى أُبي سعيد احمد
- Journal (Publication)
- Transnational Marketing Journal
- Publisher (Publication)
- Transnational Press London Ltd.
- ISSN
- 2041-4684
- Country (Publication)
-
United kingdom
- Country type
- عالمية
- College (Publication)
-
College of Law
- Departement (Publication)
-
Department of Law
- Media
-
Academic Paper
