Factors Affecting Green Purchase Intention in the Perspective of Green Branding

Chong, Wei Liang (2024) Factors Affecting Green Purchase Intention in the Perspective of Green Branding. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

As global environmental concerns continue to rise, businesses are increasingly adopting green branding strategies to attract environmentally conscious consumers. This study investigates the impact of green branding on consumer purchase intentions, focusing on eco-friendly products as a case study. The research aims to understand how different aspects of green branding influence consumer behaviour and to provide insights for businesses seeking to promote sustainable consumption. Using a sample of 200 participants, data were collected through an online survey that assessed consumers' perceptions of green brand affect, brand associations, brand attitude, brand positioning, brand equity, brand image and purchase intentions. Statistical Package for the Social Sciences (SPSS) was employed to analyse the data and test the hypotheses. The results indicate that green brand attitude, brand positioning, and brand equity positively influence consumer purchase intentions. Specifically, consumers with more positive attitudes towards green products and more positive perceptions of strong green brand positioning and equity are more likely to intend to purchase eco-friendly products. However, the moderating effect of green brand knowledge on the relationship between brand attitude and purchase intentions was not supported in this study. This suggests that while consumers' knowledge of green brands is important, it may not necessarily strengthen the relationship between brand attitude and purchase intentions. These findings have important implications for businesses looking to promote sustainability through green branding. By emphasizing positive emotions and associations with their green brands, companies can enhance consumer purchase intentions and encourage sustainable consumption. Furthermore, the results highlight the need for ongoing research to better understand the role of consumer knowledge in shaping green purchase intentions and the effectiveness of green branding strategies. In conclusion, this study contributes to the existing literature on green marketing by providing empirical evidence of the impact of green branding on consumer behaviour. It offers valuable insights for businesses seeking to develop effective marketing strategies to promote sustainable consumption and address environmental challenges. Keywords: Green branding, consumer’s green purchase intentions, eco-friendly products, environmental marketing, sustainability, consumer behaviour