Analyzing the relationship between consumer trust, awareness, brand preference, and purchase intention in green marketing

Abstract

As part of their corporate social responsibility (CSR) and sustainable products, many big players in the industry have now reduced plastic through the design, manufacturing and packaging of products and their ultimate disposal. This paper investigates the direct and indirect relationships between awareness, trust, and brand preference on purchase intention in green marketing. Based on a review of the literature, a series of hypotheses are derived and tested using regression analysis. The research employs an online survey-based method to test a theoretically grounded set of proposed hypotheses. The data were collected from 348 young adults living in Jakarta, Indonesia. The results show that green awareness does not influence purchase intention directly. On the other hand, the indirect effect of green awareness through green brand preference on purchase intention was greater compared with the indirect effect through green trust. Therefore, this study draws attention to the importance of green brand preference and green trust on purchase intention. Given that the consumption of organic products has the potential to elicit awareness, trust, and preference of eco-friendly consumers, these findings have significant management implications for corporate managers when considering the production of organic commodities.

Green brand awareness, green brand association, green perceived quality, and intention to purchase electric vehicles: The mediating effect of green trust

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Impact of green marketing on peer-to-peer accommodation platform users’ repurchase intention and positive word-of-mouth: mediation of trust and consumer identification

“…Atkinson and Rosenthal, 2014; Rahbar and Wahid, 2011). Some studies take green marketing as a context or perspective in their research design (Junarsin et al , 2022; Martínez, 2015). As a matter of fact, green marketing as strategic business practices by service providers can be perceived by the consumers receiving the services and its effect on consumer trust and other behavioural outcomes is worth exploring (Papadas et al , 2017).…”

Brand Awareness and Brand Preference towards Herbal Personal Care Products of FMCG Brands: A Comparative Study between Rural and Urban Consumers of Namakkal District

“…They typically purchase cosmetics from a single store convenience (Kumar & Prakash, 2007). Green trust and green brand preference can somewhat moderate the relationship between green awareness and green purchasing intention green brand preference had a greater indirect effect on purchase intention than green trust [8]. According to the findings of Susilowati and Sari [9], there is a significant positive relationship between brand awareness, brand association, and perceived quality and brand loyalty and purchasing intention.…”