Effects of green brand on green purchase intention

2014 ◽  
Vol 32 (3) ◽  
pp. 250-268 ◽  
Author(s):  
Yi-Chun Huang ◽  
Minli Yang ◽  
Yu-Chun Wang
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Attitudes ◽  
Mediating Effects ◽  
Content Type ◽  
Brand Knowledge ◽  
Empirically Supported ◽  
Brand Marketing ◽  
The Relationship

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.

scholarly journals Green product purchase intention: impact of green brands, attitude, and knowledge

2016 ◽  
Vol 118 (12) ◽  
pp. 2893-2910 ◽  
Author(s):  
Norazah Mohd Suki
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Green Product ◽  
Brand Positioning ◽  
Content Type ◽  
Brand Knowledge ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

Factors influencing green purchase behavior of millennials in India

2018 ◽  
Vol 29 (5) ◽  
pp. 798-812 ◽  
Author(s):  
Richa Chaudhary ◽  
Samrat Bisai
Keyword(s):  
Willingness To Pay ◽  
Cultural Context ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Buying Behavior ◽  
Content Type ◽  
The Relationship

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

How does greenwashing affect green branding equity and purchase intention? An empirical research

2018 ◽  
Vol 36 (7) ◽  
pp. 809-824 ◽  
Author(s):  
Ulun Akturan
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Strong Impact ◽  
Brand Associations ◽  
Content Type ◽  
Brand Credibility ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

Agile manufacturing and business performance

2019 ◽  
Vol 25 (4) ◽  
pp. 647-666 ◽  
Author(s):  
Esraa Hussein Nabass ◽  
Ayman Bahjat Abdallah
Keyword(s):  
Structural Equation ◽  
Business Performance ◽  
Agile Manufacturing ◽  
Performance Outcomes ◽  
Equation Modeling ◽  
Manufacturing Companies ◽  
Mediating Effects ◽  
Cost Performance ◽  
Content Type ◽  
The Relationship

PurposeThe purpose of this paper is to examine the effect of agile manufacturing (AM) on business performance and operational performance (OP) dimensions in manufacturing companies in Jordan. It also explores the indirect effect of AM on business performance through OP dimensions of cost, quality, delivery and flexibility.Design/methodology/approachThe study analyzes survey data collected from 282 manufacturing companies from different industries in Jordan. Validity and reliability analyses were performed using SPSS and Amos, and the research hypotheses were tested using structural equation modeling.FindingsThe results demonstrated that AM positively and directly affected business performance. It also positively affected OP dimensions of quality, delivery and flexibility. However, cost performance was not significantly affected by AM. In addition, quality performance and flexibility performance fully mediated the relationship between AM and business performance, whereas cost performance and delivery performance did not show mediating effects.Originality/valueTo the best of the knowledge, this is the first study that investigates the mediating effects of OP dimensions on the relationship between AM and business performance. In addition, a limited number of previous studies investigated the performance outcomes of AM. Furthermore, this area is under-investigated in the Middle East in general and in Jordan in particular.

Entrepreneurship in Islamic communities

2019 ◽  
Vol 13 (5) ◽  
pp. 557-583 ◽  
Author(s):  
Farooq Rehan ◽  
Joern Block ◽  
Christian Fisch
Keyword(s):  
Structural Equation ◽  
Entrepreneurial Intentions ◽  
Religious Communities ◽  
Primary Data ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Content Type ◽  
Fine Grained ◽  
The Relationship ◽  
Islamic Values

Purpose Prior research has investigated the development of Islamic communities. The authors contribute to this line of research by analyzing the effects of Islamic values and Islamic religious practices on entrepreneurship intentions in Islamic communities. Using theory of planned behavior as a theoretical lens, they also take into account that the relationship between religion and entrepreneurial intentions can be mediated by individual’s attitude toward entrepreneurship. Design/methodology/approach The authors analyze primary data obtained from a sample of 1,895 Pakistani university students. They also use structural equation modeling to perform a nuanced assessment of the relationship between Islamic values and practices and entrepreneurship intentions and to account for mediating effects. Findings The results show that both Islamic values and Islamic practices positively influence entrepreneurship intentions. Both effects are mediated by the attitude toward entrepreneurship. Originality/value The authors contribute to prior research on entrepreneurship in Islamic communities by applying a more fine-grained approach to capture the link between religion and entrepreneurship. Further, they contribute to the literature on entrepreneurship intentions by showing that the influence of religion on entrepreneurship intentions is mainly due to religious values and practices, which shape the attitude toward entrepreneurship and thereby influence entrepreneurship intentions in religious communities.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

Exploring relationship between value perception and luxury purchase intention

2019 ◽  
Vol 23 (4) ◽  
pp. 414-439 ◽  
Author(s):  
Sheetal Jain
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Statistical Tests ◽  
Group Analysis ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Content Type ◽  
Value Perceptions ◽  
The Relationship

Purpose Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions. Design/methodology/approach A purposive sampling technique was employed to collect the data from young luxury fashion consumers. Statistical tests including confirmatory factor analysis, multi-group analysis and structural equation modeling were applied for data analysis. Findings The findings show that the conspicuous value is the most significant determinant of luxury purchase intention followed by the experiential value, susceptibility to normative influence and utilitarian value. The uniqueness value was found to have weak relationship with purchase intention. Furthermore, results revealed that the relationship between the luxury values and the luxury buying intentions does not vary significantly between male and female. Originality/value This is one of the first studies that provides meaningful insights to the academicians and marketing practitioners about why millennials buy luxury fashion brands in emerging markets like India.

scholarly journals Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge

2021 ◽  
Vol 18 (20) ◽  
pp. 10762
Author(s):  
Saeed Siyal ◽  
Munawar Javed Ahmed ◽  
Riaz Ahmad ◽  
Bushra Shahzad Khan ◽  
Chunlin Xin
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Moderating Effect ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Research Approach ◽  
Positive Contribution ◽  
Brand Knowledge ◽  
The Relationship

The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer’s green purchase intentions.

As time goes by ... maintaining longitudinal satisfaction: a perspective of hedonic adaptation

2016 ◽  
Vol 30 (1) ◽  
pp. 63-74 ◽  
Author(s):  
Yu Ying ◽  
Fengjie Jing ◽  
Bang Nguyen ◽  
Junsong Chen
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Adaptation Theory ◽  
Shift Parameter ◽  
Content Type ◽  
Consumption Behavior ◽  
Hedonic Adaptation ◽  
The Relationship ◽  
Over Time

Purpose The purpose of this paper is to improve our understanding of how firms can maintain longitudinal satisfaction. Previous research on longitudinal satisfaction demonstrates that the product attributes weight on satisfaction shifts over time. However, the existing literature lacks an understanding of the intervening mechanism. Inspired by the hedonic adaptation theory, this research first argues that the shift depends on the attribute’s variability. Then, it posits that hedonic adaptation might play a mediation role in connecting the attribute’s weight and longitudinal satisfaction. Finally, the research incorporates consumer intentional activities into the antecedents of longitudinal satisfaction. Design/methodology/approach The authors test a series of hypotheses across two studies. Using the Slope-shift Parameter Theory and Structural Equation Modeling, data collected from smartphone owners in four MBA classes (Study 1) and eight business venues in China (Study 2) are analyzed to confirm the research model. Findings The findings suggest that hedonic adaptation occurs during the ownership process. It is revealed that both the attribute’s variability and consumption behavior play important roles in sustaining long-term satisfaction, confirming the mediating effects of hedonic adaptation on the relationship above. Originality/value The hedonic adaptation theory is applied to study the mediating role of product attribute variability and consumption behavior in sustaining customer satisfaction over time. Three contributions are offered: First, hedonic adaptation occurs during the ownership process; second, the attribute’s variability and consumption behavior both play important roles in sustaining longitudinal satisfaction; third, the mediating effects of hedonic adaptation are confirmed for the relationship between attribute’s variability and sustaining satisfaction and consumption behavior and sustaining satisfaction.

The effect of supply chain agility on export performance

2019 ◽  
Vol 30 (5) ◽  
pp. 821-839 ◽  
Author(s):  
Haya Fawzi Ayoub ◽  
Ayman Bahjat Abdallah
Keyword(s):  
Supply Chain ◽  
Structural Equation ◽  
Export Performance ◽  
Industrial Sector ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Mediating Effects ◽  
Content Type ◽  
Supply Chain Agility ◽  
The Relationship

Purpose The purpose of this paper is to examine the effect of supply chain agility (SCA) on supply chain responsiveness (SCR), supply chain innovativeness (SCI) and export performance (EP) in the industrial sector in Jordan. It also explores the effects of SCR and SCI on EP. In addition, the study investigates the mediating effects of SCR and SCI on the relationship between SCA and EP. Design/methodology/approach A questionnaire was prepared based on the extant literature. Data were gathered from 290 companies representing various types of manufacturing in Jordan. The appropriate tests were employed to ensure the validity of the study constructs and their reliability. Hypotheses were tested using structural equation modeling. Findings SCA was found to directly and positively affect EP. It also positively affected SCR and SCI. In addition, SCR and SCI fully mediated the SCA–EP relationship. Originality/value This study is one of the first to investigate the effect of SCA on EP. Also, it is the first, to the best of the authors knowledge, to highlight the effect of SCA on SCI. Further, this is the first study to examine the mediating effect of SCI on the SCA–EP relationship. Similarly, the mediating effect of SCR on the SCA–EP relationship has rarely been investigated in the literature.

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