Impact of Green Marketing on Consumer Purchase Intention: The Mediating Roles of Social Media Engagement and Environmental Awareness.

This research examines how green marketing affects consumer purchase intention, focusing on the roles of social media engagement and environmental awareness. A structured questionnaire was distributed to 105 people to conduct the research. A five point Likert scale was used to collect responses that range from 'strongly disagree' to 'strongly agree'. The data were analysed using SPSS V25 and Smart PLS 4 software. Results indicate that green marketing has a positive and significant impact on consumer purchase intention, social media engagement and environmental awareness. Moreover, social media engagement has a positive and significant relationship with consumer purchase intention, whereas environmental awareness fails to exhibit a positive and significant relationship with consumer purchase intention. Results also show that social media engagement mediates the relationship between green marketing and consumer purchase intention, whereas environmental awareness fails to mediate the relationship between green marketing and consumer purchase intention. Marketers and businessmen can get valuable insights from these research findings for developing green marketing strategies and strengthening consumer engagement with environmentally friendly products. The empirical results will help to design effective marketing strategies, initiate sustainable consumption, and promote environmentally responsible behavior. Future research can be conducted by combining qualitative interviews and quantitative surveys. This mixed-methods research will provide a deeper understanding of consumer purchase intention.