Green marketing and young consumers’ responses during uncertainty evidence from an emerging country

Abstract

Background: Based on the Stimulus-Organism-Response (SOR) theory, this study develops a research model to investigate the relationship among green marketing, environmental consciousness, perceived value, repurchase intention, and repurchase behaviour toward eco-friendly products during the uncertain environment. Methods: To test the hypothesized model, sample data of 200 Generation Z consumers were collected. Structural equation modeling was applied to analyze the data and test the hypotheses. Results: The findings indicate that green marketing has a positive influence on environmental consciousness, perceived value, repurchase intention, and repurchase behavior. In addition, environmental consciousness positively influences the perceived value and repurchase intention. Perceived value also positively influences repurchase intention. Furthermore, repurchase intention positively influences repurchase behavior. Conclusions: This study reveals the influence of green marketing on young consumers' responses and provides implications for researchers and business managers in adopting green marketing to induce young consumers’ cognition, perception, and behavior toward eco-friendly products.