Analyzing the Relationships between Sustainable Green Marketing Strategy Factors and Sustainable Food Consumption Continuance: The Mediating Role of Consumers’ Environmental Ethics and Perceived Authenticity of Brand Green Efforts

Introduction: With the intensification of environmental challenges and growing concerns regarding the sustainability of food systems, increasing attention has been directed toward the role of sustainable green marketing in shaping consumer behavior. However, a considerable body of prior research has primarily focused on attitudes or purchase intentions, while paying less attention to the psychological and perceptual mechanisms influencing the continuance of sustainable food consumption. Accordingly, the present study aims to analyze the relationships between the factors of sustainable green marketing strategies and sustainable food consumption continuance, considering the mediating roles of consumers’ environmental ethics and perceived authenticity of brand green efforts. Material and Methods: In terms of purpose, this study is applied research, and in terms of methodology, it adopts a quantitative, descriptive-survey design. The statistical population consisted of consumers of food products in Iraq who had experience purchasing food products with environmental attributes or claims. Using convenience sampling, ۳۸۴ respondents were selected as the study sample. Data were collected through a structured questionnaire. Structural Equation Modeling (SEM) was employed to analyze the data and test the research hypotheses. Results: The findings revealed that the factors of sustainable green marketing strategies have a positive and significant effect on sustainable food consumption continuance. Furthermore, both consumers’ environmental ethics and perceived authenticity of brand green efforts play significant mediating roles in this relationship. Conclusion: The results indicate that the integration of emotional–ethical and cognitive–perceptual mechanisms can contribute to the institutionalization of sustainable consumption behavior in the food industry, particularly in developing markets.

کلیدواژه ها:

Sustainable Green Marketing Strategies ، Sustainable Consumption Continuance ، Environmental Ethics ، Perceived Authenticity of Brand Green Efforts