Mediation effect of branding between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka
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| Formato: | Recurso digital |
| Lenguaje: | inglés |
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Zenodo
2025
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| _version_ | 1866902304122208256 |
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| author | Mudalige, Irangi Shashika Athulath |
| author_facet | Mudalige, Irangi Shashika Athulath |
| contents | <p>Background:With the growing environmental issues, people are more concern about securing<br>environment and situation has led change in consumer purchasing approach towards a ecofriendly<br>lifestyle. Therefore, companies also are being transforming to eco-friendly aspects of<br>marketing through implementing green marketing strategies to achieve sustainable competitive<br>advantage. The green marketing has verity of advantages for the companies in terms of<br>increasing brand image and achieving sustainable environmental benefits. This research<br>focuses on the eco-friendly aspects of marketing on consumer purchase intention with the<br>consideration of brand image as a mediator.</p> <p><br>Aim: The aim of this research study is to analyse and evaluate Mediation effect of branding<br>between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka.<br>Methods: The sample size selected for this study was 384 respondents who are frequent<br>visitors to car dealer companies and most of them own a car. As the sample population,<br>consumers have been selected to determine the effectiveness of the Eco-friendliest aspects of<br>marketing on Car purchasing Intention Sri Lanka. To identify the managerial perspectives of<br>eco-friendly marketing and the consumer purchase behaviour, the interview sample has been<br>decided with the participants from each district of the country. Depending on this, managers of<br>different car brands, existing car owners, government officers, students and other professionals<br>chosen and interviewed for qualitative data collection and analysis.</p> <p><br>Findings: Through the quantitative research method of this research, it has been identified the<br>various relationship between purchase intention and the variables such as environmental<br>awareness, green perceived value, green trust, and mediating effect of brand image. SPSS<br>statistical software and PROCESS tool are used to test the hypotheses and to reach the<br>objectives. Qualitative research method has been used to get the managerial and consumer<br>perceptions about the eco-friendly aspects of marketing on purchase intention. </p> <p><br>Conclusion: This research has reflected upon the eco-friendly aspects of marketing in car<br>dealer companies in Sri Lanka. The impact of environmental awareness, green trust, perceived<br>quality, and mediating role of the brand image on purchase intention of Sri Lankan consumers<br>also been showed throughout this research. This research has shown the influences of ecofriendliness<br>when consumers purchase their cars which impact on business functions of the car dealer companies/marketers in auto industry in Sri Lanka. The relationships between green<br>marketing factors and purchase intention have been also successfully derived throughout this<br>research.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15546378 |
| institution | Zenodo |
| language | eng |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Mediation effect of branding between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka Mudalige, Irangi Shashika Athulath Green Marketing Purchasing Intention Brand Image Green trust Perceived Quality <p>Background:With the growing environmental issues, people are more concern about securing<br>environment and situation has led change in consumer purchasing approach towards a ecofriendly<br>lifestyle. Therefore, companies also are being transforming to eco-friendly aspects of<br>marketing through implementing green marketing strategies to achieve sustainable competitive<br>advantage. The green marketing has verity of advantages for the companies in terms of<br>increasing brand image and achieving sustainable environmental benefits. This research<br>focuses on the eco-friendly aspects of marketing on consumer purchase intention with the<br>consideration of brand image as a mediator.</p> <p><br>Aim: The aim of this research study is to analyse and evaluate Mediation effect of branding<br>between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka.<br>Methods: The sample size selected for this study was 384 respondents who are frequent<br>visitors to car dealer companies and most of them own a car. As the sample population,<br>consumers have been selected to determine the effectiveness of the Eco-friendliest aspects of<br>marketing on Car purchasing Intention Sri Lanka. To identify the managerial perspectives of<br>eco-friendly marketing and the consumer purchase behaviour, the interview sample has been<br>decided with the participants from each district of the country. Depending on this, managers of<br>different car brands, existing car owners, government officers, students and other professionals<br>chosen and interviewed for qualitative data collection and analysis.</p> <p><br>Findings: Through the quantitative research method of this research, it has been identified the<br>various relationship between purchase intention and the variables such as environmental<br>awareness, green perceived value, green trust, and mediating effect of brand image. SPSS<br>statistical software and PROCESS tool are used to test the hypotheses and to reach the<br>objectives. Qualitative research method has been used to get the managerial and consumer<br>perceptions about the eco-friendly aspects of marketing on purchase intention. </p> <p><br>Conclusion: This research has reflected upon the eco-friendly aspects of marketing in car<br>dealer companies in Sri Lanka. The impact of environmental awareness, green trust, perceived<br>quality, and mediating role of the brand image on purchase intention of Sri Lankan consumers<br>also been showed throughout this research. This research has shown the influences of ecofriendliness<br>when consumers purchase their cars which impact on business functions of the car dealer companies/marketers in auto industry in Sri Lanka. The relationships between green<br>marketing factors and purchase intention have been also successfully derived throughout this<br>research.</p> |
| title | Mediation effect of branding between Eco-friendliest aspects of marketing on car purchasing intention Sri Lanka |
| topic | Green Marketing Purchasing Intention Brand Image Green trust Perceived Quality |
| url | https://doi.org/10.5281/zenodo.15546378 |