Effects of green brand on green purchase intention

Abstract

Purpose – The purpose of this paper is to build a comprehensive model and examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). Design/methodology/approach – A questionnaire survey was deployed to collect data from the members of Taiwan's Lifestyles of Health and Sustainability (LOHAS) Club, obtaining 425 valid samples which were analyzed with structural equation modeling. Findings – GBP and GBK influence green brand attitudes separately. GBK affects green brand attitudes. Meanwhile, green brand attitudes influence GPIs. Another finding indicates that the mediating effects exist. Research limitations/implications – By applying the environmental knowledge-attitude-intention paradigm to green brand research, it was empirically supported the existence of a GBK-attitude-intention hierarchy in the context of GPIs. Practical implications – GBP can be used as brand marketing strategy to improve consumers’ GBK and form positive green brand attitudes as well as enhance GPIs. Originality/value – Proposing two novel concepts, i.e. GBK and green brand attitude to develop and test the framework of this study.

The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention

“…Based on Huang, Yang, and Wang (2014), this research is intended to examine the influence of Green Brand Positioning, Green Brand Knowledge, and Attitude toward Green Brand on purchase intention of green brand in personal care and beauty product category. This research focused on a single brand, The Body Shop.…”

“…This research focused on a single brand, The Body Shop. Huang, Yang and Wang (2014) used the environmentally friendly car brands as the research object. Another research by Suki (2016) used the same variables as Huang, Yang and Wang to examine their influence on organic food purchase intention.…”

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ABSTRACTThis research is based on Huang et al (2014), and aim to analyze the influence of green brand positioning, green brand knowledge and attitude towards green brand to green purchase intention. While Huang, Yang and Wang focused on green cars purchase intention, this research focuses on personal care and cosmetics products.

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Encouraging Green Purchase Behaviours of Hong Kong Consumers

“…One of the most popular theories explains the attitude-behavior relationship is theory of planned behavior (TPB) (Ajzen, 2005). TPB regards a consumers' behavior as determined by their behavioral intention, where behavioral intention is a function of their attitude toward the behavior and perceived control (Huang et al, 2014). TPB was applied in many different studies in green marketing (Albayrak et al, 2013, Kim andChoi, 2004).…”

Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers

“…The authors argue that the increase in green perceived value and the decrease in green perceived risk may increase green trust and green purchase intention. Huang et al (2014) argue that with the increase in green brand knowledge, a positive attitude towards a green brand is created among consumers and green purchase intention increases accordingly. Furthermore, research results indicate a difference among the consumers.…”