The path to sustainable consumption: how green product quality and corporate image shape green purchasing intention through marketing innovation and customer satisfaction

Key Points

• To examine the relationship between green product quality, corporate image, marketing innovation, and customer satisfaction in influencing green purchasing intentions.
• Utilized survey methodology among consumers
• Analyzed the impact of marketing innovation on purchasing intentions
• Investigated the roles of customer satisfaction as a mediator
• Found a significant positive effect of green product quality on purchasing intention (p<0.01)
• Corporate image also positively influenced customer satisfaction (p<0.05)
• Marketing innovation improved the overall consumer engagement and purchase likelihood

Abstract