The effect of green marketing mix on students’ green purchase intention at university Malaysia: mediating role of university image

Shwe Yi Win, Mcxin Tee, Aeshah Mohd Ali, Annie Wang, Wei Jingchuan, Mohd Khairi Ismail, Nazar Ulakov

2026

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DOI 10.31893/multirev.2026571
Data confidence 70 medium
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Abstract

This study focuses on investigating the effect of the green marketing mix on students’ green purchase intention through the mediating role of university image at University A in Malaysia. University A was selected as the study context because sustainability is deeply embedded in its institutional identity and strategic direction. Guided by green marketing and consumer behavior theories, this study empirically explores the effects of green marketing on students’ environmentally responsible consumption behavior within a higher education setting. By situating the analysis within a university environment, the study responds to the growing call for sustainability-oriented practices in educational institutions. A cross-sectional survey using a structured questionnaire was conducted, and data were collected from a sample of 147 students. A quantitative research design was employed to allow systematic testing of the proposed relationships. Statistical results obtained using SPSS and PROCESS macro analysis indicated that green place and green promotion were significant determinants of university image, whereas green product and green price had weaker direct effects. This suggests that how green initiatives are communicated and made accessible on campus plays a more prominent role in shaping students’ perceptions than product- or price-related factors. The findings further revealed that university image exerted a considerable influence on students’ green purchase intention and mediated the relationship between the green marketing mix dimensions and green purchase intention. This mediating effect highlights the central role of institutional image in translating sustainability-oriented marketing efforts into behavioral intentions. Such results emphasize the importance of cultivating a strong university image to encourage green consumption among students. From a practical perspective, universities should place greater emphasis on green promotional activities and the availability of eco-friendly offerings to reinforce their sustainability-oriented image. The study contributes to the literature by integrating the green marketing mix, consumer behavior theories, and higher education branding within a single empirical framework, while also offering insights relevant to university administrators and policymakers seeking to promote sustainability initiatives.