Green marketing mix and green purchase intention in an emerging market: the mediating role of perceived value and the moderating effects of health consciousness and environmental concern

Orientation In a context marked by growing environmental awareness and increasing health-related concerns, sustainable consumption has become a key issue for both firms and policymakers, particularly in emerging markets. Understanding the psychological mechanisms underlying green purchase intention is therefore essential. Research purpose This study investigates the impact of the green marketing mix on green purchase intention, examining the mediating role of perceived value and the moderating effects of environmental concern and health consciousness in the Moroccan context. Motivation for the study Despite extensive research on green marketing, limited studies have integrated perceived value as a mediating mechanism while simultaneously considering both environmental concern and health consciousness as boundary conditions. Moreover, evidence from emerging markets such as Morocco remains scarce, particularly in relation to green product categories including food, cosmetics, and hygiene products. Research approach and method A quantitative research design was adopted. Based on a comprehensive literature review, a conceptual model and corresponding hypotheses were developed. Data were collected through a structured questionnaire administered to Moroccan consumers in the Casablanca–Settat region, yielding 200 valid responses. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Main findings The results reveal a selective pattern of effects within the green marketing mix, where only green product and green promotion significantly influence perceived value, while green price and green place are not significant. Perceived value positively affects green purchase intention and transmits the effects of green product and green promotion on intention. Furthermore, environmental concern does not significantly moderate the relationship between perceived value and green purchase intention, whereas health consciousness exerts a significant positive moderating effect. Practical/managerial implications The findings suggest that firms should prioritize tangible product attributes and effective communication strategies to enhance perceived value. In addition, integrating health-related benefits into marketing strategies and strengthening transparency in communication are essential levers for fostering sustainable consumption. Contribution/value add This study contributes to the green marketing literature by developing and empirically testing a moderated mediation framework centered on the green marketing mix, perceived value, environmental concern, and health consciousness. By providing empirical evidence from Morocco, the study enriches understanding of sustainable consumption mechanisms in emerging markets and highlights the dominant role of health-related motivations in shaping green purchase intention.