فهرست نشریات علمی دسترسی آزاد ایران

In today’s world, socio-economic progress and the enhancement of living standards are critical goals for nations. However, the connection between technological advancements in mass production, unsustainable consumption behaviors, and the depletion of finite resources has become increasingly evident and cannot be overlooked. This study explores the influence of green marketing mix components on green purchase intention, with a focus on the mediating effects of green brand trust and green brand image in the tile and ceramic industry of Yazd province. The research is applied in its objective and adopts a descriptive-correlational approach in terms of methodology. Data were gathered using a Likert-scale questionnaire, targeting customers within the Yazd province tile and ceramic sector. A convenience sampling method was utilized to select participants, and the sample size was determined using the formula 5q < n < 15q, where q represents the number of questionnaire items and n is the sample size. With 24 questionnaire items, a sample of 180 customers was chosen, of which 158 responses were collected. The findings highlight that the green marketing mix—comprising green price, green product, green place, and green promotion—positively and significantly impacts green trust, green brand image, and green purchase intention. Additionally, the study reveals that green trust and green brand image significantly enhance green purchase intention. Importantly, the research underscores the mediating role of green trust and green brand image in the relationship between the green marketing mix and green purchase intention.