The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude

International Journal of Environmental Research and Public Health
Yu-Shan ChenYing-Rong Chen

Abstract

This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous literature discussing the relationship between brand affect and purchase intentions from the perspective of green marketing. Therefore, this article establishes a green purchase intention framework to fill in the research gap. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. A total of 1000 consumers were randomly selected and 365 valid responses were received. In addition, this research conducted an empirical study using a questionnaire survey and structural equation model (SEM) to verify the research framework. The results show that green brand affect has no direct influence on green purchase intentions. Besides, this study indicates that green brand associations and green brand attitude fully mediate the relationship between green brand affect and green purchase intentions. It implies that green brand affect indirectly influences green purchase intentions via green brand attitude and gre...Continue Reading

References

Nov 1, 1991·Psychological Bulletin·J A Russell
Oct 1, 2003·The Journal of Applied Psychology·Philip M PodsakoffNathan P Podsakoff
Aug 14, 2008·Behavior Research Methods·Kristopher J Preacher, Andrew F Hayes
Mar 27, 2019·International Journal of Environmental Research and Public Health·Hoang Viet NguyenPhuong Anh Vu
Mar 31, 2019·International Journal of Environmental Research and Public Health·Haroon QasimBadar Nadeem Ashraf
Apr 9, 2020·International Journal of Environmental Research and Public Health·Tai-Wei Chang

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Citations

Nov 20, 2020·International Journal of Environmental Research and Public Health·Amit Kumar BhardwajChengsi Zheng
Jan 23, 2021·International Journal of Environmental Research and Public Health·Heesup HanElena-Nicoleta Untaru
Jun 29, 2021·Industrial Biotechnology·James GaffeyJohn Vos

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