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

Saeed Siyal, Munawar Javed Ahmed, Riaz Ahmad, Bushra Shahzad Khan and Chunlin Xin
Additional contact information
Saeed Siyal: School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029, China
Munawar Javed Ahmed: Department of Business Administration, Iqra University, Karachi 75300, Pakistan
Riaz Ahmad: Department of Business Administration, Iqra University, Karachi 75300, Pakistan
Bushra Shahzad Khan: Department of Business Administration, Iqra University, Karachi 75300, Pakistan
Chunlin Xin: School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029, China

IJERPH, 2021, vol. 18, issue 20, 1-22

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.

Keywords: green brand knowledge; green brand positioning; environmental concern; green purchase intention; Pakistan (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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