The purpose of this study was to investigate the role of firms’ green purchasing in the chain leading to customers’ purchase intention. In particular, the chain consisted of five main dimensions: green purchasing, firm performance, green marketing, firm reputation and purchase intention. The idea was generated due to increasing pressures from environmental concerns and the fact that consumers now are more and more considering the environmental consequences of products before
making purchase decisions. In order to achieve the objectives, two surveys were conducted aiming at managers and customers. In addition, intraclass correlation coefficient and regression are the two main methods to aggregate the responses and to test the model, respectively. It was found that there is a positive link from firms’green purchasing to customers’ purchase intention through firm performance and firm reputation. Additionally, the result revealed that although green purchasing is not a
good predictor for green marketing, green marketing still takes its effects on purchase intention via firm reputation.

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