Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust

Abstract

Current research evaluates the mediating role of attitude toward the green brand and the moderating effect of green trust for the relationship of green brand positioning and green customer value with green purchase intention. Data was collected from the 464 University students with the help of snowball sampling technique. Results describe that green brand positioning and green customer value has noteworthy impact on green purchase intention. Results also illustrate that green brand positioning and green customer value has significant impact on attitude toward green brand. Moreover, attitude toward green brand act as partial mediator for the relationship of green brand positioning and green customer value with green purchase intention. Furthermore, green trust act as moderator for the relationship of green brand positioning and green customer value with green purchase intention. This is cross-sectional research as data is collected at single time point and this kind of research decrease the confidence about cause and effect assumptions. This research only focuses the employees at individual level. Some other potential predictors are not included in this research due to time and cost constraint. It is better to do longitudinal researches on these variables for generalization purpose. In future researches results may be compare at group as well as at network level.

The influence of green finance availability to retailers on purchase intention: a consumer perspective with the moderating role of consciousness

“…The relationship between retailer green financing and consumer purchase intention is positive and highly significant, meaning that if retailers have access to green finance, consumer purchase intention towards green products can be increased. We can also find support for these results in previous literature (Suki et al 2016 ; Wang et al 2022 ). The relationship between environmental consciousness and consumer purchase intention is positive and significant, meaning that more environmentally conscious consumers will purchase green products than less environmentally conscious consumers.…”

The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions

“…Brand positioning is crucial for competitive advantage (Masud et al 2021a, Wang et al 2022. Green brand positioning describes eco-friendly, consumer-beneficial, and greener brand products.…”

“…University students were chosen as respondents for the study because they have a higher grasp and knowledge of environmental issues and environmentally friendly goods and are able to respond to inquiries. Green purchasing intentions (GPI) assist businesses in developing a positive reputation, kindness, and public image (Wang et al 2022, Masud et al 2023c. Green purchase intention (GPI) is widespread among customers who are concerned about acquiring sustainable items that are not damaging to the natural world (Dinca et al 2022, Gazi et al 2023a.…”

“…Kamalanon et al (2022) investigated if an outlook towards green products increases the number of green buying intentions. Recently, investigators discovered a link between a perception of a green brand and green purchase intention (GPI) (Mehraj and Qureshi 2022, Wang et al 2022, Hossain et al 2023c, and optimistic consumer views of green goods have a significant push on GPI; thus, consumers with an upbeat outlook toward sustainable growth will be able to buy a growing number of green goods (Siraj et al 2022, Hossain et al 2023d. Green brand positioning (GBP) denotes the way a company is perceived as sustainable (Wahab and Ismael 2022).…”

“…Green brand positioning (GBP) denotes the way a company is perceived as sustainable (Wahab and Ismael 2022). Wang et al (2022) also state that GBP assists enterprises in meeting the needs of their customers regarding a specific brand. GBP gives firms advantages over their competitors by implementing environmentally friendly activities (Asamoah et al 2021).…”