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

Abstract

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.

Factors Influencing Green Product Purchase Intention Among Millennial Investors in Real Estate and the Moderating Effect of Green Brand Knowledge: The Case of ABC Group of Companies

“…It means that the EnvC affects GPPI, but it does not differ significantly with changes in GBK. This is in contrast with the result of the study of Siyal (2021), which says that customers' knowledge moderates the relationship between EnvC and GPPI. More buyers today are more particular with houses' aesthetics, space, and location.…”

“…With this, as the level of ATGB increases, the millennials' GPPI will also increase. The result of the current study is consistent with the study of Siyal et al (2021), stating that a consumer's ATGP has a significant impact on their GPPI. In addition, consumers with positive views about green products are more likely to acquire a stronger tendency to purchase green products by referring to their green brands.…”

“…It means that the GBK affects GPPI, but it does not differ significantly from changes in GBK. This study contradicts Siyal (2021) study, which states that when the customers know about the products and services, the relationship between their attitude and intention will become stronger. Notably, consistent provision of information about the green brands ultimately becomes a piece of knowledge for the consumer regarding the environment moderates' attitudes and green behaviors.…”

“…While the study of Siyal (2021) was conducted in Pakistan, this study was conducted in the Philippines, specifically in the ABC Group of Companies, adopting the real estate sector. This study was guided by the operational framework stated in Figure 2, which presents the independent and dependent variables and their relationship with each other.…”

Studi Empiris Hubungan Kesadaran Konsumen, Sikap Konsumen Dan Kepuasan Konsumen terhadap Intensitas Pembelian Produk Handicraft Daur Ulang

“…Di seluruh dunia, pelanggan menjadi lebih tertarik untuk membeli merek ramah lingkungan karena kesadaran terhadap green brand (Siyal et al, 2021). Kesadaran terhadap konsumen terhadap lingkungan memainkan peran penting dalam membantu individu mengenali kebutuhan untuk memerangi masalah lingkungan, dan menilai tingkat pengetahuan mereka mengenai masalah lingkungan, dan apakah dan seberapa besar mereka berupaya membantu mengurangi masalah lingkungan (Aksan & Çelikler, 2017).…”