The Mediating Role of Green Trust in the Effect of Green Brand Image on Green Purchase Behavior: A Generational Comparison 1Harun CAN 1*, M. Şamil ŞIK 2**, Muhammet MUTLU 3***, Ö. Faruk ASLAN 4**** Assistant Professor Department of Economics, Erzurum Technical University, Turkey* Assistant Professor, Department of Econometrics, Erzurum Technical University, Turkey** Research Assistant, Department of Business, Erzurum Technical University, Turkey*** Lecturer, Department of Finance, Banking and Insurance, Atatürk University Oltu Vocational Collage, Turkey**** Abstract: Consumer behavior changing in response to global environmental policies is compelling businesses to develop sustainability strategies. This study examines the mediating role of green trust in the effect of green brand image on green purchasing behavior in a generational comparison. The study, conducted with 1,123 participants aged 18 and over in Turkey, used an online survey as a data collection tool and conducted mediation analyses using the PROCESS Macro Model 4 developed by Hayes. The findings show that green brand image has a significant and positive effect on green trust across all generations. Green trust also had a significant impact on green purchasing behavior in all generations. However, the direct effect of green brand image on green purchasing behavior was only found to be significant in Generation X (β=0.1456, p=0.033). In contrast, this effect was found to be statistically insignificant in Generations Y and Z. The mediating effect of green trust was found to be strongest in Generation X (β=0.3410) and weakest in Generation Z (β=0.1896). The results highlight the necessity of generation-specific green marketing strategies and underscore the critical importance of building trust. Keywords: Green brand image, Green purchasing behavior, Green trust, Mediation analysis, Intergenerational comparison. Page: 40-55 Size: 1222 KB Download PDF DOI: https://doi.org/10.51659/josi.25.272
