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@article{186567,
        author = {VAIBHAV and Suryansh Gupta and Komal Agrawal and Jay Patil and Ishwari Deshmukh and Yash Arora},
        title = {An Integrated Analysis of Green Marketing Strategies on Consumer Purchase Intentions: The Roles of Brand Image, Trust, and Generational Dynamics},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {6},
        pages = {1475-1480},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186567},
        abstract = {This paper synthesizes contemporary research into a holistic study of the impact of green marketing strategies on the consumer purchase intention of Gen Z and Millennial consumers. Consolidating findings across Indonesia, Vietnam, India, and a global FMCG perspective, the contributions of the green marketing mix of product, price, place, and promotion are analyzed, along with the green brand image, brand trust, environmental knowledge, and word-of-mouth. By developing a framework founded in Structural Equation Modeling (SEM) and comparative analysis, results indicate that green price, place, and promotion have a significant and direct impact on purchase intention, whereas the effect of green product alone is often insignificant. Crucially, while green brand image-positively influenced by green product, place, and promotion-does not show consistency in mediating the relationship between marketing efforts and purchase decision-making, brand trust emerges as a pivotal factor given the strong influence of authenticity and vulnerability to greenwashing. It identifies a persistent "attitude-behaviour gap" where high environmental awareness does not follow through into actual purchase, mainly due to price sensitivity, skepticism, or convenience. The paper concludes with strategic implications for businesses in closing this gap by infusing authenticity, ensuring transparency, and leveraging digital word-of-mouth in order to effectively engage the eco-conscious consumer.},
        keywords = {Green Marketing, Purchase Intention, Generation Z, Green Brand Image, Brand Trust, Word-of-Mouth, SEM, FMCG.},
        month = {November},
        }