Impact of green marketing and green perceived value on customers’ intention to use green products: A case study of biotechnology enterprises
Published: July 20, 2026
Abstract
This study examines the impact of green marketing components and green perceived value on customers’ intention to use green products in the context of biotechnology enterprises. Data were collected from 246 customers and analyzed using Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), and multiple linear regression. The results indicate that green packaging, eco-labeling, green branding, green advertising, and green perceived value all have positive effects on customers’ intention to use green products, with green perceived value showing the strongest impact. Environmental trust, however, does not exhibit statistical significance in the regression model. Based on these findings, the study proposes managerial implications to enhance the effectiveness of green marketing strategies in biotechnology enterprises.
Keywords
green marketinggreen perceived valueintention to use green productsbiotechnologyconsumer behavior
References
1.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Dangelico, R. M., & Vocalelli, D. (2017). Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263-1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Dinh, K. C., Nguyen Viet, B., & Phuong Vo, H. N. (2023). Toward sustainable development and consumption: The role of the green promotion mix in driving green brand equity and green purchase intention. Journal of Promotion Management, 29(6), 824-848. https://doi.org/10.1080/10496491.2023.216520
D'Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162-173. https://doi.org/10.1108/13563280610661697
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
6.
Le, Q. H. (2021). Factors affecting consumer purchasing behavior: A green marketing perspective in Vietnam. The Journal of Asian Finance, Economics and Business, 8(5), 433-444. https://doi.org/10.13106/JAFEB.2021.VOL8.NO5.0433
Norazah, M. S. (2013). Green product purchase intention: Examining the roles of green perceived value, attitude and green trust. International Journal of Business and Social Science, 4(1), 98-116.
8.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
9.
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1-10. https://doi.org/10.5070/G31210177
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83. https://doi.org/10.1108/17515631111114877
Rex, E., & Baumann, H. (2007). Beyond ecolabels: What green marketing can learn from conventional marketing. Journal of Cleaner Production, 15(6), 567-576. https://doi.org/10.1016/j.jclepro.2006.05.013
Warshaw, P. R., & Davis, F. D. (1985). Disentangling behavioral intention and behavioral expectation. Journal of Experimental Social Psychology, 21(3), 213-228. https://doi.org/10.1016/0022-1031(85)90017-4
