From Niche to Mainstream: A Structural Equation Modeling Analysis of Green Marketing Efficacy on Purchase Decisions in Karnataka's FMCG Sector
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Abstract
This study investigates the structural mechanisms through which green marketing stimuli influence consumer purchase decisions within Karnataka’s Fast-Moving Consumer Goods (FMCG) sector. Grounded in the Theory of Planned Behaviour and the Value-Belief-Norm framework, the research examines the relationships between Green Perceived Value (GPV), Green Trust (GT), Environmental Concern (EC), Green Advertising Credibility (GAC), and Purchase Intention (PI). Data from 487 valid respondents were analyzed using Structural Equation Modeling (SEM). The results confirm all hypothesized paths, revealing that GPV (β = 0.41, p < 0.001) exerts the strongest direct effect on PI, followed by GT (β = 0.33, p < 0.001) and EC (β = 0.28, p < 0.001). Notably, GAC demonstrated a potent influence on GT (β = 0.57, p < 0.001), underscoring the foundational role of credible communication. The integrated model explains a substantial 63% of the variance in Purchase Intention (R² = 0.63), establishing a robust predictive framework. The findings provide empirical evidence that the transition of green products from niche to mainstream in emerging markets like Karnataka is driven by a synergy of tangible value, verifiable trust, and credible advertising, rather than environmental concern alone.