Green Logistics, Green Marketing Communication, and Customer Purchase Intention: The Role of Perceived Innovativeness in Entrepreneurial Firms

Abstract

Abstract

This study examines the relationships between perceived green logistics practices, perceived green marketing communication, perceived entrepreneurial innovativeness, and customer purchase intention toward entrepreneurial firms. Drawing on signaling theory, it integrates environmental and innovation-related customer perceptions within a common explanatory framework. A quantitative, cross-sectional design uses a Google Forms questionnaire targeting 120 respondents recruited through convenience sampling. The model is analyzed using partial least squares structural equation modeling in SmartPLS. The reported results indicate positive and statistically significant relationships between purchase intention and perceived green logistics practices (β = 0.477), green marketing communication (β = 0.379), and entrepreneurial innovativeness (β = 0.377), with all p-values below 0.001. Together, the predictors explain 60.3% of the variance in purchase intention. The findings support the relevance of examining logistics, communication, and innovativeness jointly when investigating customer evaluations of entrepreneurial firms. They suggest managerial value in coordinating environmentally responsible practices, credible environmental messages, and useful innovations. However, the cross-sectional design and non-probability sampling limit causal inference and generalizability.

Keywords: Green logistics; Green marketing communication; Perceived entrepreneurial innovativeness; Customer purchase intention; Signaling theory.