GREEN MARKETING AND CONSUMER BEHAVIOR: THE INFLUENCE OF ENVIRONMENTAL AWARENESS ON THE PURCHASING INTENTIONS OF UNIVERSITY STUDENTS

• DOI: 10.37572/EdArt_2809262847

• Palavras-chave: Green marketing; environmental awareness; purchase intent; sustainable consumption; university students; PLS-SEM.

• Keywords: Green marketing; environmental awareness; purchase intent; sustainable consumption; university students; PLS-SEM.

• Abstract:

  This research aimed to analyze the influence of green marketing on the purchase intentions of university students at a public university in Huancavelica, considering environmental awareness as an explanatory variable. It was conducted using a quantitative approach, with a non-experimental, cross-sectional design and an explanatory scope. The sample consisted of 247 students, selected through non-probability convenience sampling. Data were collected using a structured questionnaire with a five-point Likert scale. Content validity reached an Aiken's V of 0.94, while the constructs showed high levels of reliability and convergent validity. Descriptive results revealed high levels of green marketing (58.3%), environmental awareness (64.8%), and purchase intention (61.9%). Correlations showed positive and significant associations between the variables. The regression model explained 62.4% of the variability in purchase intention. Furthermore, the PLS-SEM model revealed significant effects of green marketing on environmental awareness (β = 0.612), on purchase intention (β = 0.351), and on purchase intention (β = 0.474). The model explained 64.3% of purchase intention and demonstrated predictive relevance. It is concluded that environmental awareness is a key factor in shaping sustainable purchase intentions and strengthens the effectiveness of green marketing.