The effect of green marketing strategies on consumers' impulse purchase behavior based on fast-moving consumer goods (FMCG) in the food sector

This study investigates the effect of green marketing strategies on consumers' impulse purchase behavior based on fast-moving consumer goods (FMCG) in the food sector. While the literature traditionally associates green marketing strategies with rational and planned decision-making processes, their influence on impulse purchase behavior has remained largely unexplored. Drawing upon the Stimulus–Organism–Response (S-O-R) model, this research positions green marketing strategies as external consumer stimulus and examines how they trigger internal responses, particularly the urge to purchase impulsively, which in turn influences actual impulse purchase behavior. Using quantitative research methods, data were collected from 304 consumers of FMCG food products. The structural model tested the effects of four green marketing variables—perceived green brand image, perceived green value, reaction toward the promotional offer, and attitude toward green advertising—on the internal urge and on behavioral outcomes. The findings reveal that green marketing strategies as consumer stimulus do not directly lead to impulse purchase behavior; instead, they significantly impact the urge to purchase impulsively, which then mediates the behavioral outcome. Among all variables, perceived green value, attitude toward green advertising, and reaction toward promotional offers showed significant positive effects on the urge, while perceived green brand image was found to be insignificant. The results offer theoretical contributions to both green marketing and consumer behavior literature by establishing the urge to purchase impulsively as a key mediating variable in sustainability-driven impulse purchases. Practically, the findings suggest that green marketing strategies should be restructured to emphasize emotional activation and momentary motivational mechanisms rather than solely promoting long-term sustainability and green marketing strategies. This research provides actionable insights for marketers aiming to connect sustainable branding with impulse-driven consumer responses in the competitive FMCG landscape.