Does Eco-Literacy Matter? The Impact of Green Marketing Communication Practices on Green Purchasing Behavior

Abstract

Sustainable marketing has recently gained attention due to its role in achieving the Sustainable Development Goals (SDGs), particularly SDG-12: Responsible Consumption and Production. Despite growing research interest in this topic, consumer perceptions of green products remain inconsistent and skeptical. Underpinned by Signaling Theory, this study aims to examine the influence of green marketing communication practices (eco-labels, green advertising, social media marketing, and green user-generated content) on green product purchasing behavior. Besides, this study also aims to investigate the moderating role of eco-literacy in the relationship between green marketing communication practices and green purchasing behavior. Following a quantitative design, survey data were collected from 183 green product consumers through a purposive sampling technique and analyzed using Partial Least Squares Structural Equation Modeling. The results show that green advertising and green user-generated content are the green marketing communication practices that positively influence green purchasing behavior, while the practices of eco-labels and social media marketing do not affect green purchases. Additionally, the findings indicate that eco-literacy does not moderate the relationship between green marketing communication practices and purchasing behavior. We contribute unique insights to the green marketing discourse and Signaling Theory by integrating green marketing communication practices and eco-literacy within a single framework, particularly in the context of emerging markets. Apart from enriching green marketing scholarship, this study carries implications for green product retailers to embrace specific green marketing communication strategies that attract young consumers. The findings also inform educational institutions and consumer agencies on the importance of cultivating eco-literacy and consumer awareness to support the SDGs.