Title: How can green marketing lead to customer trust and green intention? Evidences from the automobile industry

Authors: Majid Mohammad Shafiee; Arash Shahin

Addresses: Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran

Abstract: Today, the environment and its protection have become critically important for business excellence. Since automobile companies can have a significant impact on the improvement of energy consumption and environmental protection, the aim of this study is to evaluate green marketing in the automobile industry and its impact on customer trust. For this purpose, a questionnaire has been developed and used for data collection. The variables of green marketing included price, product, promotion, and place and the variables of customer trust included competency, benevolence, and honesty. Findings indicated a positive and significant influence of green marketing on customer trust and green purchase intention. Among the elements of marketing mix, price had the strongest influence on customer trust and green purchase intention; and among the customer trust variables, honesty had the strongest influence on customer green purchase intention.

Keywords: customer trust; green marketing; green purchase intention; green consumer; environmental effect; automobile industry.

DOI: 10.1504/IJBEX.2021.118180

International Journal of Business Excellence, 2021 Vol.25 No.1, pp.97 - 109

Received: 20 Apr 2019
Accepted: 05 Aug 2019
Published online: 15 Oct 2021 *

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