Linking Green Marketing Orientation And Supply Chain Practices To Green Consumption: A Knowledge-Based Approach

Abstract

Environmental degradation and rising consumer awareness have compelled organizations to adopt sustainable strategies to promote green consumption. However, the mechanisms through which firm-level green initiatives influence consumer behavior remain underexplored, particularly in developing countries like Pakistan. This study aims to investigate the effects of Strategic Green Marketing Orientation (SGMO) and Green Supply Chain Management (GSCM) on Green Consumption Intention (GCI) through the mediating role of Environmental Knowledge (EK) and the moderating influence of Perceived Consumer Effectiveness (PCE). Drawing on the Theory of Planned Behavior and Value-Belief-Norm theory, the study integrates cognitive and motivational dimensions to offer a comprehensive understanding of green consumer behavior. A quantitative, cross-sectional research design was employed, targeting urban consumers in Lahore, Karachi, and Islamabad who had purchased environmentally friendly products within the past three months. Data were collected using a purposive sampling technique and 289 responses were used for analysis. Structural Equation Modeling (SEM) via SmartPLS was used to assess the measurement and structural models. The findings reveal that both SGMO and GSCM significantly enhance consumers' environmental knowledge. While GSCM demonstrated a stronger effect on EK, SGMO's influence was also noteworthy. Mediation analysis indicated that EK significantly mediates the relationship between GSCM and GCI, whereas the mediation effect for SGMO was marginally significant. Interestingly, PCE moderated the EK-GCI relationship negatively, suggesting that consumers with higher PCE rely less on environmental knowledge to form green consumption intentions. The study contributes to the literature by highlighting the dual pathways through which firm strategies shape consumer behavior and emphasizes the importance of aligning green marketing with authentic supply chain practices. Practical implications include designing green campaigns that not only disseminate knowledge but also address varying levels of consumer self-efficacy to optimize green purchasing behavior.

Keywords:  Strategic Green Marketing Orientation, Green Supply Chain Management, Green Consumption Intention, Environmental Knowledge and Perceived Consumer Effectiveness.