Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust

Round 1

Reviewer 1 Report

The discussed topic is important and up-to-date, as the development of green marketing responds to the civilization challenges related to the environmental protection. The authors nicely presented the premises for taking up the research topic, pointing to the increasingly crucial importance of consumer awareness in the field of sustainable consumption in green marketing.

The authors, however, did not present the forms of shaping the green knowledge and environmental knowledge – necessary for treating them as elements of green marketing. After all, these elements can also be shaped in the process of broader education, however the specificity of their shaping process by marketing were not indicated. This gap  needs to be filled to maintain the article title that emphasizes green marketing. Moreover, the authors should present how the variables, including environmental knowledge and green knowledge, were operationalized. As for the customers attitude, the authors treat it only in the emotional and behavioral dimension, while the structure of the attitude also includes cognitive elements, i.e. product awareness and knowledge. 

Treating green knowledge as a separate variable makes it necessary to clearly indicate which elements of the cusotmers attitude were taken into account in the conducted study.

The study does not concern any product, so there is no rationale for presenting decision-making implications in managing green restaurants. Lack of reference to specific products significantly lowers the cognitive value of the results obtained.

The discussed topic is important and up-to-date, as the development of green marketing responds to the civilization challenges related to the environmental protection. The authors nicely presented the premises for taking up the research topic, pointing to the increasingly crucial importance of consumer awareness in the field of sustainable consumption in green marketing.

The authors, however, did not present the forms of shaping the green knowledge and environmental knowledge – necessary for treating them as elements of green marketing. After all, these elements can also be shaped in the process of broader education, however the specificity of their shaping process by marketing were not indicated. This gap  needs to be filled to maintain the article title that emphasizes green marketing. Moreover, the authors should present how the variables, including environmental knowledge and green knowledge, were operationalized. As for the customers attitude, the authors treat it only in the emotional and behavioral dimension, while the structure of the attitude also includes cognitive elements, i.e. product awareness and knowledge. 

Treating green knowledge as a separate variable makes it necessary to clearly indicate which elements of the cusotmers attitude were taken into account in the conducted study.

The study does not concern any product, so there is no rationale for presenting decision-making implications in managing green restaurants. Lack of reference to specific products significantly lowers the cognitive value of the results obtained.

 

 

 

Author Response

Dear reviewer, thank you for your precious time and suggestions to purify my work and highlighted it with red in the paper. If you need any change more then you can contact with us. We shall be very thankful to you

Author Response File: Author Response.pdf

Reviewer 2 Report

The authors state that the article aims to examine the impact of green marketing and its factors on purchase intention through green brand trust and image. For this, the authors assess the correlation between six concepts: green knowledge, attitude and environmental knowledge, green image, green trust, and purchase intention. An empirical survey was used to test hypotheses. The findings show a significant positive association between practical green marketing approaches. The study also found that green marketing can help brands achieve and maintain brand equity. The article is well written, structured, and contributes to the literature.

 

I have a few suggestions:

1 - What was the period in which the survey was carried out?

2- Justify the choice of selection of respondents in Pakistan. Why not in another region?

Author Response

Dear reviewer, thank you for your precious time and suggestions to purify my work and highlighted it with red in the paper. If you need any change more then you can contact with us. We shall be very thankful to you

Author Response File: Author Response.pdf