Providing the Consumer Behavior Model with a Green Marketing Approach
Keywords:
green marketing, mixed-methods research (quantitative–qualitative), cause-related marketingAbstract
This study aimed to investigate the direct and indirect effects of cause-related marketing on green consumption attitude, intention, and behavior among cosmetics consumers in Tehran. This research employed a mixed-methods design consisting of a qualitative phase for identifying CRM and green consumption components through meta-analysis and expert interviews, followed by a quantitative phase using structural equation modeling (SEM). In the qualitative phase, 20 marketing experts contributed to component extraction using MAXQDA and content analysis. In the quantitative phase, 450 questionnaires were distributed among cosmetics consumers in Tehran, yielding 387 valid responses. The model included four latent constructs—cause-related marketing, green consumption attitude, green consumption intention, and green consumption behavior—measured using both researcher-developed and standardized scales. Reliability, convergent validity, and discriminant validity were evaluated prior to SEM estimation. SEM results indicated that cause-related marketing had significant positive effects on green consumption behavior (β = 0.660, p < 0.001), green consumption intention (β = 1.105, p < 0.001), and green consumption attitude (β = 0.945, p < 0.001). Green consumption intention significantly predicted behavior (β = 0.021, p = 0.034), while green consumption attitude significantly predicted both behavior (β = 0.330, p < 0.001) and intention (β = 0.251, p = 0.001). Indirect pathways were also significant, including CRM → attitude → behavior (β = 0.311, p < 0.001), CRM → attitude → intention (β = 0.237, p = 0.001), CRM → intention → behavior (β = 0.023, p = 0.042), and attitude → intention → behavior (β = 0.005, p = 0.009). Cause-related marketing exerts strong direct and indirect influences on consumers’ green attitudes, intentions, and behaviors, demonstrating its strategic importance in closing the green attitude–behavior gap and promoting sustainable consumption in the cosmetics industry.
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Copyright (c) 2026 Mohsen Mirzaei, Ezzatollah Abbasian, Seyed Reza Seyed Javadin (Author)
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