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.
Keywords
Citation
Huang, Y.-C., Yang, M. and Wang, Y.-C. (2014), "Effects of green brand on green purchase intention", Marketing Intelligence & Planning, Vol. 32 No. 3, pp. 250-268. https://doi.org/10.1108/MIP-10-2012-0105
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited