Business Intelligence and Its Influence on Consumer Purchase Intentions: A Green Marketing Perspective

This study investigates the influence of green marketing (GM) strategies on consumer purchasing intentions within Jordan’s industrial sector, focusing on consumer behavior, awareness, and loyalty towards green products. Employing a quantitative approach, data from consumers of green industrial products were collected and analyzed using Structural Equation Modeling via SmartPLS 3. Results indicate that consumer behavior, influenced by demographic factors, significantly impacts Green Awareness (GAW), explaining 18.5% of its variation. GAW, in turn, significantly enhances Green Loyalty (GRL), accounting for 24.3% of its variance. This progression ultimately affects Consumer Purchasing Intention (CPI) for green products, with Green Loyalty emerging as a significant predictor, as evidenced by a high R-squared value of 58.4%. The study’s methodology rigorously validated constructs, confirming the reliability and validity of measurements. It emphasizes the role of sociodemographic characteristics in fostering environmental consciousness among consumers and highlights the strong influence of green loyalty on purchasing intentions.