The effects of green marketing, eco-label awareness and green advertisements on university students' purchasing preferences

In recent years, green marketing has become an important new perspective in the business world. An important point is that green marketing not only helps protect the environment but also contributes to the growth of businesses. As a result, this situation benefits both businesses and the planet. Green marketing, green advertising, and eco-labels refer to a set of methods and strategies aimed at promoting products and services with an emphasis on environmental benefits and sustainability. Green marketing generally refers to the use of marketing techniques to promote products and services that have less impact on the environment. Today, many people care about environmental protection and prefer products that have less impact on the environment. These approaches not only help the environment but also offer brands the opportunity to attract new customers and build loyalty among existing ones. The main aim of this research is to examine the impact of green marketing, labels, and green advertising on individuals' product purchase preferences. The research aims to determine whether these factors influence individuals' purchasing preferences and behaviors. The study will be conducted through a survey among 200 students. The analysis of the collected data will be performed using scales for green marketing, labels, green advertising, and individuals' purchasing preferences, and the analysis of the collected data was conducted using the SPSS 27.0 and AMOS 24.0 software packages. Research findings indicate that green advertising and eco-label awareness together have a full mediating role in the effect of green marketing on eco-friendly purchasing behavior.