Citation

Klaysung, Chutima and Sukavejworakit, Krisakorn and Raza, Hassan and Raza, Mohsin and Salman, Ahmad (2026) Harnessing the Power: An Investigation of Green Initiatives and Green Purchase Behaviour of Consumers. International Journal of Operations and Quantitative Management, 32 (2). pp. 219-238. ISSN 10821910

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Abstract

Despite extensive sustainability efforts and improvements in organisational production and operational practices, environmental degradation remains a major concern in the current decade. This study therefore emphasises the need for organisations to promote environmentally friendly products through green marketing, product innovation, consumer trust-building, and consumer education to encourage a transition towards green consumption. To examine the consumer perspective, the study was conducted in Thailand using 350 valid survey responses analysed through SmartPLS. The findings demonstrate that green marketing orientation, green marketing communication, and product innovation significantly influence consumers’ green purchase behaviour through the mediating role of consumer trust. However, green brand awareness did not significantly moderate this relationship. The study argues that responsibility for promoting green consumption should not rest solely with consumers; organisations must actively educate them through effective communication, marketing, and environmentally responsible innovation.

Item Type:	Article
Uncontrolled Keywords:	Consumer Green Purchasing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	28 Oct 2026 08:46
Last Modified:	28 Oct 2026 08:46
URII:	http://shdl.mmu.edu.my/id/eprint/16959

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