Mediation analysis of brand image in predicting the influence of green marketing strategies on consumer purchase intentions for quick service restaurants (QSR)

Purpose: This study attempts to analyze how the green marketing strategies in quick service restaurants (QSRs) affect the purchase intentions of millennial consumers. Design/methodology/approach: A structured inquiry form was disseminated to a sample of 1,500 respondents via the web platform Google Forms. The form was comprised of constructs of brand image, consumer purchase intention, eco-labeling, eco-packaging, eco-advertising and demographic profile, and respondent details regarding their QSR visit. The statistical technique SEM (Structural Equation Modeling) was employed through the SMARTPLS 4 software for data analysis. Findings: The findings drawn from the study show that the brand image fully mediates the association eco-labeling has with buying intention, but partially mediates the interrelations of eco-packaging and buying intention; eco-advertisements and buying intention. Originality/value: This study brings forth meaningful insights to the QSR on how they can better plan their green marketing strategies.