Government polices and COVID-19 impact: mediator roles in green wash

Abstract

Green packaging and product quality are important in stimulating people to buy green products. This research analyses the factors that allow green marketing initiatives to successfully promote innovation and sustainability by applying the theory of planned behaviour to product quality, packaging and green advertising influencing attitude to determine the factors affecting customers' intention to buy green products. Following the COVID-19 pandemic, consumers' perceptions have changed and, along with government policies, this has adjusted their attitude towards and intention to buy green products. Data was collected online and analysed using the structural equation model. The results show that the COVID-19 pandemic and government policies both had an impact on increasing positive attitudes and intentions to buy green products. Green marketing managers should create eye-catching advertising campaigns that emphasise environmental benefits as well as materials that promote eco-friendliness in the minds of buyers. Both theoretical and practical contributions are discussed.