Overview

Original Research

GREEN PURCHASING INTENTION AMONG JORDANIAN CUSTOMERS

JASSIM AHMAD AL-GASAWNEH 1, and MARHANA MOHAMED ANUAR 2.

Vol 17, No 11 ( 2022 )   |  DOI: 10.5281/zenodo.7404712   |   Author Affiliation: Marketing Department, Business Faculty, Applied Science Private University, Amman – Jordan 1; Department of Marketing, Faculty of Business, Economics and Social Development, Universiti of Malaysia Terengganu, Terengganu, Malaysia 2.   |   Licensing: CC 4.0   |   Pg no: 2432-2439   |   To cite: JASSIM AHMAD AL-GASAWNEH, and MARHANA MOHAMED ANUAR. (2022). GREEN PURCHASING INTENTION AMONG JORDANIAN CUSTOMERS. 17(11), 2432–2439. https://doi.org/10.5281/zenodo.7404712   |   Published on: 30-11-2022

Abstract

This quantitative study explored the effect of content marketing and green purchasing intention Jordan. The data for this study was derived from a survey questionnaire completed by the customers. a total of 230 questionnaires were involved to the data analysis. The results were analyzed by using partial least squares structural equation modelling. The outcome of the analysis showed that the effect content marketing and green purchasing intention. Hence, this study provides practical evidence to assist the companies in the Jordan to attain the customer intention to purchase the green products through display effective marketing contents.

Keywords

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