Corona virus disease and green brand purchase intentions: Case of health supplements in-store purchase in Zimbabwe supermarkets

Abstract

The study sought to determine the new consumer purchase intentions on green branded health supplements products that emerged due the Coronavirus Disease (COVID-19 pandemic). The research aimed at assessing the impact of COVID-19 pandemic on consumer green brand purchase intentions, effect of green perceived medicinal brand quality on consumer purchase intentions and the extent to which green brand positioning influence consumer purchase intentions on green health supplementsproducts.The quantitative research used a questionnaire to collect data from two hundred (200)participants. The data was analysed using SPPS version 16 statistical software.The research concluded that COVID-19 altered consumer buying intentions and there was a positive effect of green brand medicinal perceived quality on consumer purchase intentions. Furthermore, it was established that green brand positioning influenced consumer purchase intentions on green health supplements products.The study recommended that for organisations to enjoy competitive advantage they should maintain the quality of their green products through adopting new technologies.