مجلة اقتصاد المال و الأعمال
Volume 9, Numéro 2, Pages 53-62
2025-06-30

Exploring The Impact Of Eco Labels, Eco Brand, And Eco Advertisements On Green Purchase Intention: Green Trust As A Mediator And Word Of Mouth As A Moderator



Authors : Mabrouk Khalil Oussama . Boussad Nait Ibrahim .

Abstract

This study aims to investigate the impact of green marketing tools (Eco Brand and Eco Labels and Eco Advertisements) on green trust, the impact of green trust on consumer green purchase intentions, and the moderating effects of word-of-mouth between the impact of green trust on green purchase intentions (a study on clients of Condor Electronics in Algeria). The sample size was determined to be 114 participants, following Zikmund and Babin's formula methodology. Data was obtained through an electronic questionnaire based on a 5-point Likert scale. Analysis was conducted via regression analysis using Jamovi statistical software version 2.3. The study found that green marketing tools positively affect green trust, with eco-labels demonstrating the strongest impact. The study also revealed that green trust has a significantly positive influence on green purchase intentions. Additionally, word of mouth was found to play a substantial moderating role, as positive word of mouth enhanced the relationship between green trust and green purchasing intentions.

Keywords

Green marketing Tools ; Green Trust ; Green Purchase Intention ; Word Of Mouth

Les articles similaires

Building Green Trust And Green Awareness: How Green Viral Communication And Green Advertising Affect Generation Z's Green Purchase Intention

Roqi Alawi Akhmad .  Triyono Agus .  Nur 'aini Fitria . 
pages 5-22.

Effect Of Word-of-mouth Communication On Consumers' Brand Image And Purchase Intention: Empirical Study In The Wilaya Of Bejaia

Akkarene Rim .  Bouda Nabil . 
pages 27-38.

The Impact Of Word Of Mouth On Intention To Purchase Green Products: An Empirical Study

Mouloudj Kamel .  Bouarar Ahmed Chemseddine . 
pages 871-890.

The Impact Of Green Advertisements On Green Purchase Decisions In The Home Appliance Market: Green Concern As A Moderating Variable

Mabrouk Khalil Oussama .  Gherbi Sabah . 
pages 613-625.

The Impact Of Perceived Quality And Perceived Value Of The Brand On Purchase Intention: A Case Study On A Sample Of Consumers Of Iris Brand Electronic Home Appliances In Saida

Fellah Mohamed .  Baghdad Bey Ghali . 
pages 830-857.

Formats de citation