Examining the role of green marketing mix elements on green purchase behavior

Purpose This study examines the impact of green promotions and green packaging on the green purchase behavior through the mediating role of environmental knowledge and green satisfaction in the context of fast-food chains. Design/methodology/approach The study follows a quantitative approach for data collection. The data were collected from 400 consumers of fast food chains operating in Pakistan through questionnaires. Findings The results showed that green promotions and green packaging had a strong positive impact on consumers’ green satisfaction, environmental knowledge and green purchase behavior. Green satisfaction and environmental knowledge mediated the relationship between green promotions and green purchase behavior and green packaging and green purchase behavior. Originality/value The study is the first of its kind to determine the mediating roles of green satisfaction and environmental knowledge in the context of green marketing. The research offers significant theoretical and managerial insights.