Abstract
This study examines the mediating roles of corporate social responsibility on the links between green marketing awareness and consumer purchase intentions. Data was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0. PLS results revealed that corporate social responsibility partially mediated the link between green marketing awareness and purchase intentions of the product. Consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the store allocated specified space to sell eco-friendly products. Furthermore, the companies make their green marketing activities known to the publics by distributing eco-friendly fliers which helps to increase sales revenue, raise consumer awareness, and develop greater intention to purchase the products. The outcomes of the mediating effects of this study add a new momentum to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Malaysian setting.
5. Discussion and conclusion
PLS results discovered that corporate social responsibility partially mediated the effect of green marketing awareness on consumer purchase intentions of the retail product. Research by Dinnie et al. (2006), Hartmann and Iba´n˜ez (2006), Norazah (2013a, 2013b) have highlighted that consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the store allocated specified space to sell eco-friendly products. Marketing managers should optimize the budget allocation for resources in corporate social responsibility activities, consumerism, and community relations programs and engage in voluntary programs for positive return on investment through increased business profitability and long run business sustainability (Shim, 2009). The company could receive greater prominence and experience high media publicity from consumer viewpoints with high attention given for being socially responsive. They need to show that their business operations are in line with the rules and regulations of government environmental standards and other related bodies (Smith & Perks, 2012). Opportunities exist to further advance this research by examining the effect of moderating variables, like demographics and culture.
