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The present study investigates the pivotal role of sustainability marketing in shaping consumers’ purchase intentions toward green products, emphasizing the mediating influence of consumer trust. Drawing upon the Commitment-Trust Theory and the Theory of Planned Behaviour, the study conceptualizes sustainability marketing as an integrated construct comprising environmental concern, perceived green value, and sustainability advertising. These elements collectively influence consumer trust, which in turn strengthens the likelihood of purchasing eco-friendly products. The research seeks to bridge theoretical understanding and practical implications by exploring how sustainability-oriented marketing initiatives can cultivate trust and encourage sustainable consumption behaviour. The study was conducted in Karnataka, India, an emerging hub of environmentally conscious consumers and a growing market for sustainable products. A quantitative research approach was employed, utilizing a structured questionnaire distributed among consumers representing diverse demographic backgrounds across urban and semi-urban regions. The instrument comprised items measuring five key constructs—environmental concern, perceived green value, sustainability advertising, consumer trust, and purchase intention—using a standardized five-point Likert scale. The sample size consisted of 247 respondents, selected through a purposive sampling technique that targeted consumers familiar with green or eco-friendly products. The data were analysed using Exploratory Factor Analysis (EFA) to ensure construct validity, followed by Structural Equation Modelling (SEM) to examine the interrelationships among variables. The analysis confirmed the reliability, internal consistency, and overall validity of the proposed conceptual model. The findings reveal that sustainability marketing significantly influences consumer trust and purchase intentions. Consumers who are more environmentally conscious tend to associate positively with brands that demonstrate ecological responsibility, authenticity, and transparency. The perception of green value reinforces the belief that environmentally friendly products provide not only functional utility but also ethical and emotional satisfaction. Similarly, sustainability advertising that communicates genuine and verifiable commitments enhances brand credibility and fosters long-term consumer confidence. Together, these dimensions underscore that consumer trust acts as the essential conduit through which sustainability marketing translates into positive behavioural outcomes. The study provides vital managerial insights for marketers, policymakers, and organizations aiming to promote sustainable consumption. It recommends that brands integrate eco-ethical production methods, transparent communication strategies, and value-driven narratives that highlight tangible green benefits. By maintaining consistency between claims and actions and encouraging active consumer participation in sustainability efforts, organizations can strengthen trust, promote responsible consumption, and build a more resilient, sustainability-oriented marketplace.