Moderating The Role of Green Trust in The Relationship of Green Brand Positioning, Green Marketing, Green Production, and Green Consumer Value on Green Purchase Intention of University Students in Iraq
College of Islamic Science /Ahl Al Bayt University /Kerbala /Iraq
Jameel Nafe Sarhed
Media Department, College of Mass media, Al-Farahidi University/Iraq
Mustafa obay Saeed
Department of Law, AlNoor University College, Bartella, Iraq
Mugdad Hussein Ali
College of media. The Islamic university in Najaf, Iraq
Hussam Mohammed Wafqan
Accounting Department, Al-Mustaqbal University College, Babylon, Iraq
Shahlaa Ali Abd Alhasan
Industrial Management/ Al-Nisour University College/Baghdad/Iraq
Abstract
The primary objective of this study is to examine the direct relationship between green brand positioning, green marketing, green manufacturing, green consumer value, and green purchase intent. This study also investigated the moderating effect of green trust. This investigation was conducted with university students from Iraq. The present study utilized a survey to collect data from respondents. The current analysis was quantitative and employed a cross-sectional research methodology. The survey used a 5-point Likert scale. The distribution of a questionnaire to students was based on convenience sampling. The rate of useable responses was 74%. The collected data were evaluated with Smart-PLS. According to the study's findings, green purchasing intent is directly influenced by green brand positioning, green marketing, green trust, and green production. In addition, the moderating function of green trust is validated. The study's conclusions are beneficial for academics and policymakers