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The Influence of Green Brand Personality on Green Purchase Intentions: the Mediations of Green Brand Associations and Green Brand Attitude

Yu-Shan Chen,, Fuh-Shyong Tsay,, Tsay, Shu-Hsien Lin,, Tai-Wei Chang

Abstract


Although past research has highlighted the relevant issues about purchase intentions, none explores it based on green marketing and branding marketing. Therefore, this paper develops a framework of green purchase intentions to fill the research gap. This study explores the influence of green brand personality on green purchase intentions and to discuss the mediation roles of green brand associations and green brand attitude. This study applies three original concepts – green brand personality, green brand associations, and green brand attitude – to build an integral model to raise green purchase intentions. Besides, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural Equation Modeling (SEM) is applied to verify the research framework. The results show that green brand personality positively affects green purchase intentions. Besides, this study indicates that green brand associations and green brand attitude mediate the positive relationship between green brand personality and green purchase intentions. It means that green brand personality does not only positively affect green purchase intentions directly, but also positively influence it via green brand associations and green brand attitude indirectly. Hence, if companies would like to increase their customers’ green purchase intentions, they need to raise their green brand personality and to enhance their consumers’ green brand associations and green brand attitude. This study utilizes three novel constructs –green brand personality, green brand associations, and green brand attitude – to develop an original framework to enhance green purchase intentions.

 


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