The Influence of Green Products and Product Kulaitas on Purchasing Decisions by Brand Image – A Conceptual Analysis

Cofi Manuel Gusmão Fernandes ()
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Cofi Manuel Gusmão Fernandes: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 1049-1060 from Springer

Abstract: Abstract This research was conducted in order to examine the effects of green products and product quality on purchase intention with brand image as an intervening variable. Environmental concern is growing and eco-friendly products are becoming a necessity, not only to satisfy functional requirements, but also considering the environmental load. Consumers are also giving greater value to products that fit their environmental worldview. And again you will get what you pay for: high-quality products make that also a difference!!!, they legitimise the investment in such vehicle as they generate trust and satisfaction which in turn result in repeat purchases. An overall positive brand loyalty, created by friendly and high quality products, strengthens this relationship and consequently an influencing consumer’s buying choice. The fact that green products and product quality are important for a positive brand image which generates the purchase intent was brought out through this study. The role of brand image as a mediator is also highlighted in the study, while it reveals how the latter may enhance the impact of both sustainability and quality on purchasing intentions. Understanding these connections will allow businesses to develop more efficient sustainable and product excellence-based marketing strategy which are the foundation for superior consumer brand loyalty and purchasing behaviour. The findings of this study have significant theoretical and practical implications within the context of contemporary consumer trends that businesses could benefit from.

Keywords: Green products; product quality; brand image; purchase decisions; sustainability; brand image (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-626-5_77

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