This paper explores the Digital Green Marketing (DGM) on Purchase Intention (PI) of consumers in Bangalore city in relation to the purchase of eco-friendly products, including Perceived Product Quality (PPQ) as a mediating variable and Environmental Awareness (EA) as a moderating variable. They employed a cross-sectional quantitative research design and gathered information on a structured questionnaire by use of five points of Likert questionnaire from respondents in four major urban areas in the city zones. The SPSS statistical analysis was done using descriptive statistics, reliability test, KMO, and the Bartlett test, Pearson correlation, multiple regression, and mediation/moderation analysis based on the Baron and Kenny model. Findings indicated that DGM plays a major positive role in PI, which confirms the fact that digital eco-marketing strategies are useful in increasing the intention of consumers to buy sustainable products. Moreover, it was discovered that PPQ moderated the connection between DGM and PI, partially indicating that the consumer's intention to purchase rises when they perceive eco-friendly products to be of high quality. Moreover, it was found that EA played a great role in moderating this relationship, meaning that consumers who are more aware of environmental issues react more to digital green marketing campaigns. The results indicate that properly designed electronic green marketing campaigns can contribute to sustainable consumption through the development of positive consumer attitudes and improving awareness regarding environmentally friendly decisions.
Karumuri et al. (Fri,) studied this question.