The mediating role of awareness and trust in the relationship between green marketing and green purchasing intentions: An Empirical study on environmentally friendly cleaning products

Purpose – This research aims to measure the relationship between green marketing (GM) and purchase intentions for Eco-friendly Cleaning products (EFCP), while defining the mediating role of awareness and trust in the relationship between green marketing and green purchasing intentions.
Design/methodology/approach –The design of this research is descriptive and quantitative, where two data kinds were used; Secondary Data – Aiming at a theoretical overview, collection of secondary data was done from various websites, and research papers, which discussed the topics connected to the research question. Primary Data – Primary data were needed to attain the research objectives and were collected through the E-Questionnaire method introduced by Google models for applying the questionnaire through the Internet and filling it out by different people, with obtaining a total of 384 valid responses. Hypotheses were tested using the statistical package for social sciences (SPSS V20) for basic descriptive statistics, and (Smart PLS 4) for SEM-PLS modelling.
Findings – The results revealed that green marketing (GM) have a positive significant impact on purchase intentions through the mediating variables as an indirect impact. Surprisingly, green marketing were observed to have no direct effect on purchase intentions for environmentally friendly cleaning products (EFCP)., In addition, this study revealed the effects of green trust (GT) and green awareness (GA) as mediating variables that affect the relationship between green marketing and purchase intentions for environmentally friendly cleaning products.
Originality/value –This study expanded current understanding by showing that the effect of green marketing (GM) on purchase intentions (PI) comes through the mediating role of trust and awareness of green products. Also, this research allows for developing and testing a parsimonious model, which is useful, especially for practitioners by utilizing the strength of PLS–SEM in managing higher-order constructs.