No Author Title & Journal
1 Ying-Kai Liao, Examining the Moderating Effects of
Wann-Yih Wu, dan Green Marketing and Green
Thi-That Pham Psychological Benefits on Customers’
Green Attitude, Value and Purchase
Intention - Sustainability (2022)
2 Zhongfu Tan, Investigating the Impact of Green
Burhan Sadiq, Marketing Components on Purchase
Tayyeba Bashir, Intention: The Mediating Role of Brand
Hassan Mahmood, Image and Brand Trus - Sustainability
and Yasir Rasool (2022)
3 Shuli Yang and The Influence of Enterprises’ Green
Junwu Chai Marketing Behavior on Consumers’
Green Consumption Intention—
Mediating Role and Moderating Role.
Sustainability (2022)
Variables
Independent variables: green
customer value, attitude towards
green products, green marketing,
and green psychological benefits.
Dependent variable: green
purchase intention. Moderating
variables: green marketing and
green psychological benefits. All
variables are measured on a 7-
point Likert scale.
Independent variables: green
knowledge, environmental
attitude, environmental
knowledge, green marketing.
Dependent variable: purchase
intention. Mediating variables:
green image, green trust. All
variables are measured on a 7-
point Likert scale.
Independent variables: green
marketing behavior (environmental
advertising, green word-of-mouth,
green product innovation, green
price strategy, green distribution
strategy, and green after-sales
service). Dependent variable:
green consumption intention.
Mediating variable: consumer
perceived effectiveness.
Moderating variables: consumer
environmental awareness, type of
green marketing activity (symbolic
or substantive), and presence of
others. All variables are measured
on a 7-point Likert scale.
4 Muhammad Green Marketing Approaches and Their
Ussama Majeed, Impact on Green Purchase Intentions:
Sumaira Aslam, Mediating Role of Green Brand Image
Shah Ali Murtaza, and Consumer Beliefs towards the
Szakács Attila, and Environment - Sustainability (2022)
Edina Molnár
5 Yu-Shan Chen, Tai- The Influence of Green Brand Affect on
Wei Chang, Hung- Green Purchase Intentions: The
Xin Li, and Ying- Mediation Effects of Green Brand
Rong Chen Associations and Green Brand Attitude -
International Journal of Environmental
Research and Public Health (2020)
Independent variables: eco-
labelling, green packaging and
branding, green products,
premium, and pricing. Dependent
variable: green purchase
intentions. Mediating variables:
green brand image and consumer
beliefs towards the environment.
All variables are measured on a 7-
point Likert scale.
Independent variable: green brand
affect. Dependent variable: green
purchase intentions. Mediating
variables: green brand associations
and green brand attitude. All
variables are measured on a 7-
point Likert scale
 Findings
research findings show that green customer value has a positive and significant effect on attitude towards green
products. Moreover, both green customer value and attitude towards green products have a positive and
significant effect on green purchase intention. Green marketing (environmental advertising, and green word-of-
mouth) and green psychological benefits (warm glow, self-expressive benefits, and nature experience) moderate
the relationship between customer value, attitude towards the green product, and green purchase intention.
These findings can be useful for managers and marketers to develop appropriate green marketing strategies.
These findings can also help academics to conduct further validation on the theoretical framework of green
purchasing.

The research findings show that green knowledge, environmental attitude, environmental knowledge, and green
marketing have a positive and significant effect on purchase intention through green image and green trust.
Moreover, green image and green trust mediate the relationship between green knowledge, environmental
attitude, environmental knowledge, green marketing and purchase intention. This study suggests that green
marketing can be used as a brand marketing strategy to enhance customer purchase intention and brand equity.
This study also provides managerial implications for the development of green firms.

The research findings show that first, enterprises’ green marketing behavior has a positive impact on consumers’
green consumption intention. Consumer perceived effectiveness plays a partial mediating role in the influence
of enterprises’ green marketing behavior on consumers’ green consumption intention. Secondly, consumers’
environmental awareness weakens the mediating role of consumers’ perceived effectiveness. Finally, this paper
proves two conclusions through two experiments. Compared with symbolic activities, substantive green
marketing activities can better promote the positive impact of enterprises’ green marketing behaviors on
consumers’ green consumption intention. Compared with the situation without the presence of others, the
presence of others can better promote the positive effect of enterprises’ green marketing behavior on
consumers’ green consumption intention. Therefore, enterprises should adopt green marketing strategies and
give consumers a better perception of their green contribution in the process of participating in green
consumption, including taking CSR in environmental education, implementing substantive green marketing
activities as much as possible, and optimizing offline sales scenarios so that enterprises can enhance
competitiveness and achieve sustainable development.
The research findings show that eco-labelling, green packaging and branding, green products, premium, and
pricing have a positive and significant effect on green purchase intentions through green brand image and
consumer beliefs towards the environment. Moreover, green brand image and consumer beliefs towards the
environment mediate the relationship between eco-labelling, green packaging and branding, green products,
premium, pricing and green purchase intentions. This study suggests that green marketing approaches can be
used as a way to enhance customer loyalty and satisfaction by creating a positive image and belief about the
environmental performance of the firm. This study also provides practical implications for managers and
marketers to design effective green marketing strategies that can influence customers’ green purchase
intentions.

The research findings show that green brand affect has no direct influence on green purchase intentions.
Besides, this study indicates that green brand associations and green brand attitude fully mediate the
relationship between green brand affect and green purchase intentions. It implies that green brand affect
indirectly influences green purchase intentions via green brand attitude and green brand associations. While
companies tend to raise their customers’ green purchase intentions, they need to increase their green brand
affect, green brand associations, and green brand attitude.
1 Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ G

Green Customer
Value
Green Purchase
Intention

Attitude

Green Marketing

Green Psychologycal
Benefits

2 Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of B

Green Knowledge

Environmental
Attitude Green Image
Purchase
Inetention
Green Trust
Environmental
Knowledge

Green Marketing

3 The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—M

Green Marketing Behavior: Consumer

1. environmental advertising Preceived
2. green word-of-mouth, green Effectiveness
3. product innovation,
4. green price strategy,
5. green distribution strategy,
6. green after-sales service

Consumer
Environmentral
Awarness
 Consumer
Environmentral
Awarness

4 Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green B

Eco Labelling
Green Brand
Image
Green Packaging
& Branding Green Purchase
Intention
Consumer Belief
towards
Green Products, Environment
Premium, and
Pricing

5 The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand

Green Brand
Association
Green Brand Green Purchase
Affects Intention
Green Brand
Attitude
ical Benefits on Customers’ Green Attitude, Value and Purchase Intention

ntion: The Mediating Role of Brand Image and Brand Trus

Purchase
Inetention

en Consumption Intention—Mediating Role and Moderating Role.

Green
Consumption
Inetention
ns: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

Green Purchase
Intention

diation Effects of Green Brand Associations and Green Brand Attitude

Green Purchase
Intention