Pathways to Green Purchase Intention in FMCG Industry: A Combined Approach of PLS-SEM and fsQCA

This study examines the impact of green marketing strategies on consumer green purchase intention in the fast-moving consumer goods (FMCG) industry in an emerging market, investigating the mediating roles of green trust and green brand image. Using a mixed-method approach combining qualitative interviews with PLS-SEM and fsQCA analyses of 275 valid responses, the study reveals that perceived green marketing strategies positively influences green purchase intention, mediated by green trust. Environmental consciousness and social influence emerge as significant antecedents of green marketing strategies. While green marketing strategies positively impact both green brand image and green trust, only green trust demonstrates direct influence on green purchase intention and mediates the relationship between green marketing strategies and purchase intention. Green brand image shows no significant direct or mediating effects. These findings enhance understanding of green consumer behavior in the FMCG sector within emerging markets.