The Relationship Between Green Marketing Mix and Purchase Intention Among Fast Food Diners as Mediated by their Attitude Towards Green Marketing

Abstract

Purchase intention is crucial in influencing consumers' decisions since it indicates their interest in and desire to purchase a good or service. This study determines the mediating effect of attitudes towards green marketing on the relationship between green marketing and purchase intention among fast food diners. The descriptive-correlational design was used to investigate the purchase intention of fast food diners in the Davao Region, who were chosen using stratified random sampling. Medgraph was employed to determine the mediating effect of attitude towards green marketing on the relationship between green marketing mix and purchase intention. Results indicated that fast food diners often manifest their purchase intention, that green marketing mix is often evident, and that attitude towards green marketing is often positive. Findings further showed that attitude towards green marketing significantly mediates the relationship between green marketing mix and purchase intention.