Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention

Plavini Punyatoya
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Plavini Punyatoya: Plavini Punyatoya, Assistant Professor (Marketing), International Management Institute, Bhubaneswar, India. E-mails: plavini@imibh.edu.in, plavini.punyatoya@gmail.com

Global Business Review, 2014, vol. 15, issue 2, 279-289

Abstract: The research examines the link among environmental awareness (EA), perceived brand eco-friendliness (PBE) and brand trust and the subsequent effect on eco-friendly (EF) brand purchase intention. The article adopted structural equation modeling approach to test the hypotheses. Data were collected from 223 Indian consumers. The results show that there is a positive relationship between EA and PBE. Consumer’s EA and perception that a brand is eco-friendly, lead to trust in the brand. Findings support that higher brand trust leads to increasing purchase intention towards the EF brand. The article adds to the existing literature by dealing with consumer perception about brand eco-friendliness and its subsequent effect on purchase intention. Contribution of this study to the academic and practice is discussed.

Keywords: Environmental awareness; perceived brand eco-friendliness; brand trust; purchase intention; structural equation modeling; India (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:15:y:2014:i:2:p:279-289

DOI: 10.1177/0972150914523572

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