An Investigation of Audience Reaction to Green Marketing Considering the Role of Personality Perception

This research investigates the reaction of green marketing activities audience to suchlike activities considering the mediating role of retailer brand personality perception. The sample consisted of 458 customers of Hyperstar that were exposed to and audited by the company's green marketing activities. A questionnaire was used to collect data, the reliability of which was measured by a pre-test taken by a sample of 30 customers. The measurement models were examined and the hypotheses were tested using statistical techniques including confirmatory factor analysis and structural equation modeling in Amos 22 software. The variables of attitude, trust, satisfaction, and purchase intention were conceptualized as audience reaction construct. The results of the study showed that green marketing affects reaction indirectly through personality perception; however, the direct impact of green marketing on the reaction was not confirmed. Moreover, in relationships among audience reaction variables, the impacts of satisfaction on trust, trust on attitude and purchase intention, and attitude on purchase intention were confirmed, while the impact of satisfaction on attitude was rejected.