Course: MKT470

Section:02

Submitted to,

Dr. Mahmud Hassan

Associate Professor & Chairman

Department of Marketing & International Business

Midterm: 1

Date: 10/10/2023

Submitted by: Group 2

Topic: Green Marketing Claim

Name ID

Ahsan Habib 2031297630

Bipro Kar 2111526630

Rahatul Islam Anto 1831516630

Title: Green Marketing Advertisement effects on purchase intention:

the mediating role of perceived usefulness and emotional attachment

and moderating role of brand credibility.

Figure 1: Conceptual model

Contribution to theory

Green Marketing Claim and Purchase intention

Previous research in the context of green marketing claim expanded the dimensions of green
initiatives by introducing and further examining THE EFFECT OF GREEN MARKETING ON
CONSUMERS BEHAVIORAL OUTCOMESvarious aspects of a brand's environmental
activities. For example, Ko, Hwang and Kim, (2012) examined effects of the green marketing on
variables such as brand image, social responsibility AND, purchase intention; Paço, Shiel and
Alves, (2018) examined the effects of green consumption values and green communication on
buying behavior (WHAT VARIABLE? ANME IT? PURCHASE INTENT? LOYALTY?
WHAT?); Wang, (2019) EXAMINED saw the effect of green innovation on green performance
and competitive advantage; Alamsyah et al (2018) examined the impacts of green advertising
and green brand image. Moreover, Xu, Liu, Bai, and Hu, (2015) highlighted that similar terms
used for green marketing are ecological marketing, green marketing, greener marketing,
environmental marketing, enviropreneurial marketing or sustainable marketing which are
normally considered as referring to the same field of study. The current study advances this
stream of research and expands green initiative dimensions by introducing a new concept named
green marketing claim. In addition, this research offers more detailed insights into the
explanatory mechanisms involved in consumers responses to green marketing claim.

Another significant theoretical implication of our research is that, even when a brand engages in
green marketing claim, it has no immediate impact on their purchase intention of the consumers.
This finding lends support to previous studies. For example, Ko, Hwang and Kim, (2012) found no
direct relationship between green marketing and purchase intention, but there was an indirect
effect. However, we noticed that in our context green marketing claim has indirect effect on
purchase intention through its effects on perceived usefulness and emotional attachment. Thus,
our research introduced a new concept of green marketing claim but also provides detailed
explanation on how it influences purchase intention.
Moderating role of Brand Credibility

This study further expands on the research on green marketing claim by entering the role of
brand credibility in the relationship between green marketing claim and purchase intention . A
previous study (Delafrooz and Goli, 2015) examined the direct effects of brand credibility on
green perceived value and green brand image and found positive response. Furthermore, brand
credibility was examined to see whether it influences purchase intention. It was found that brand
credibility exerts a positive response whether directly or indirectly (Consuegra, Faraoni, Díaza
and Ranfagni, 2018; Baek and Kim, 2010; Wang and Yang, 2010). Not too many researches have
seen the brand credibility as a moderator to green marketing related variables and purchase
intention. However, in our research we wanted to make it unique by introducing brand credibility
as a moderator between green marketing claim and purchase intention. Our findings indicate that
the effect of green marketing claim on purchase intention is significant only when brand
credibility is low. This means that increase in green marketing claim will increase purchase
intention when the brand credibility is lower.

Mediating role of Emotional Attachment

Emotional attachment to a brand is a critical construct in the marketing literature, as it describes

the strength of the bond consumers have with the brand which subsequently affects their
behavior and in turn fosters firm profitability and customer lifetime value (Ghorbanzadeh and
Rahehagh, 2020). Prior researches (Amin and Tarun, 2020; Sarker, Sarker and Yadav, 2019;
Chen, Chang, Li and Chen, 2020) have shown that emotional attachment as an independent
variable influenced purchase intention directly or indirectly. However very few researches have
introduced emotional attachment as a mediating variable between green marketing initiatives and
purchase intention. Consistent with previous studies (Gong, Sheng, Peverelli and Dai, 2020), our
findings imply that green marketing claim could also be used to make consumers emotionally
attached to a brand propelling positive purchase intention in favor of the brand.
Mediating role of perceived usefulness

This study further noticed that perceived usefulness is an indirect way through which green
marketing claim increases purchase intention. Previous literature has focused on the direct and
indirect relationship between perceived usefulness and variables such as purchase intention and
behavioral intention (e.g., Baccarella et.al, 2020; Lee, 2009; Ma, Gam and Banning, 2017; Wu
and Wang, 2005), whereas other studies have examined the mediating roles of perceived
usefulness on relationships such as environmental concern and purchase or behavioral intention
(Schill, Winkel, Diallo and Barbarossa, 2019; Wu, Wang, Liao and Chen, 2019; Liu and Hsu,
2022). In both cases whether as an independent variable or as a mediator, perceived usefulness
seemed to have a positive impact on purchase intention. In line with the previous researches, our
study also found a similar result. Our findings suggest that when it comes to forming purchase
intention perceived usefulness mediates the relationship: the green marketing claim have an
indirect effect on purchase intention through perceived usefulness.

Implications for practice

In simple terms, our research suggests that in Bangladesh, consumers don't seem to be influenced
by a brand's claims about being environmentally friendly. This means that just saying a brand is a
green-giving symbol doesn't make people more likely to buy from that brand. It appears that
people in Bangladesh might not be well-informed about sustainable practices or how they benefit
the environment when they make purchases.

So, instead of focusing solely on making green claims, brands should prioritize raising awareness
about the importance of going green and being environmentally conscious among Bangladeshi
consumers. This means that before they start promoting their green initiatives, they should
educate people about the significance of being eco-friendly. Once consumers understand why it's
important to be green, then green marketing claims are more likely to have a positive impact on
their intention to buy from that brand but it may take time.
In practical terms, this means that brand managers should make sure that their green marketing
claims resonate with the values and beliefs of their target consumers. By investing in creating
awareness about the importance of sustainability and eco-friendliness, brands can better connect
with their customers and increase their likelihood of purchasing from them. In short, the key is to
educate consumers about going green and aligning your marketing efforts with their values,
which can positively influence purchase intention.

Limitations and Future Research Direction

This study provides several theoretical contributions and managerial implications, it is not without
limitations. The study tested all the hypotheses based on cross-sectional data which may not represent the
true picture of causality. Future studies can test the model proposed in this study using longitudinal
samples data may cause results to vary. Study tested the model using data mostly collected at a university
in Bangladesh and thus the generalization of our findings is limiting. Furthermore, this study concentrates
on consumer purchase behavior in theoretical green product settings future studies can explore real green
product settings (Gil, M.T., & Jacob, J, 2018).

In future research, it is recommended to examine other variables related to environmentally friendly green
factors that affect purchase intention. It is advisable for subsequent studies to incorporate additional
variables related to green products and consider factors that are likely to influence customers' purchase
intentions. Future research efforts can also explore the possibility of conducting comparative studies to
gain a deeper understanding of the impact of green marketing claims on purchase intention, with brand
innovativeness as a moderator and emotional attachment and perceived usefulness as mediators.
Additionally, it is essential to investigate the influence of the brand on customer purchasing behavior, as
this could be another significant limiting factor. According to Correia et al, (2023) it would be interesting
to verify whether the results obtained in this study are similar for non-durable products (such as clothing),
or services (such as eco-hotels) as only durable product (refrigerator) was seen and maybe whether the
market channels (online vs. offline) influence consumers’ choices concerning the purchase of green
products.
Conclusion
This research explored into consumer perceptions of green marketing in the advertising landscape of
Bangladesh, the impact of the study is to address green marketing claim to purchase intention, with brand
innovativeness as a moderator and emotional attachment and perceived usefulness as mediators was
measured on purchase intention. The study tested the relationship between green marketing claims and
purchase intention, revealing that the connection between green marketing claims and consumer purchase
intent was not significant. However, it was found that relationship between perceived usefulness and
purchase intention was highly significant.

In conclusion, green marketing is gaining recognition as an environmentally responsible approach

accepted by both businesses and consumers. It centers on the promotion of eco-friendly products and
environmentally conscious practices. Businesses, academics, and researchers are increasingly drawn to
the potential of green marketing in fostering a more sustainable and balanced environment. This entails
the adjustment of marketing elements, such as product, price, distribution, and marketing communication,
to reduce their ecological footprint, reflecting an increasing dedication to environmental responsibility
within the marketing sphere and its role in advancing a more balanced environment.