مقاله انگلیسی رایگان در مورد اثر CSR در ارتباط بین آگاهی مارکتینگ سبز و اهداف خرید مصرف کننده ( الزویر )

مقاله سال ۲۰۱۶

Green marketing is defined as “the effort by a company to design, promote, price and distribute products in a manner which promotes environmental protection” (Polonsky, 2011, p. 1311). Green marketing is part of the key movements in modern business sustainability though their primary concern has always been revenues and profits (Akenji, 2014; Maniatis, 2015; Yang et al., 2015). Companies focusing on the natural ecological balance in their entire operation are more environmentally friendly while maximizing profits, they reduce environmental pollution, conserve natural resources and protect the environment. They gain a unique competitive advantage and develop new markets as they improve their corporate image their reputation and their product image from the consumer perspective (Chen, 2008). Consumer green marketing awareness is materialized when customers have confidence in eco-label and eco-brand which influences their green product purchase behaviour (Norazah, 2013a, 2013b; Rahbar & Abdul Wahid, 2011).

Numerous studies have been conducted to establish the influence of consumer attitude towards green products and its impact on customer satisfaction in the Western countries but few studies of consumer green marketing awareness and purchase intention have been done in Asian countries, including Malaysia (Haytko & Matulich, 2008; Menichelli et al., 2014). Hence, this research aims to examine the mediating roles of corporate social responsibility on the links from green marketing awareness to consumer purchase intention. Research output on the existence of mediating effects would add a new impetus to the emergent literature and preceding studies on consumer green marketing awareness, which has been so far inadequately researched in the Malaysian setting. Following this introduction, the ensuing section reviews the literature on green marketing awareness, purchase intention, and corporate social responsibility with the key hypotheses. Next, a clarification of the research method is presented. The subsequent section presents the data analysis, path analysis and hypotheses testing based on the development of structural equation models via the partial least square (PLS) approach. The final section is the discussion and conclusion of the research findings.