The impact of green marketing on consumers’ attitudes: A moderating role of green product awareness

This study aims to determine the impact of green marketing (green perceived value), green products (green buildings), and environmental concerns on Jordanian consumers’ attitudes toward buying green buildings in Jordan. The research population includes all consumers in Amman, the capital of Jordan, who might be interested in buying such buildings. A convenience sample is used to collect data from the respondents by distributing the questionnaire among 400 consumers using Google Forms. 357 questionnaires were found valid for statistical analysis. The results of the multiple regression test showed that R equals 0.815, which indicated that green marketing and consumers’ attitudes toward buying green buildings in Jordan are positively and highly correlated, with a percentage of 81.5%. R square equals 0.664, indicating that the variation in green marketing explains 66.4% of the variance in consumers’ attitudes toward green buildings in Jordan. Moreover, the hierarchical multiple regression test showed that there is an increase in R and R2 values in the existence of product awareness as a moderating variable between green marketing and consumers’ attitudes toward buying green buildings in Jordan.