Does “Green” brand personality have any impact on consumers’ purchase intentions, engagement and loyalty?

Abstract

In the wake of environmental awareness and consciousness, green brands are taking centre stage in India, particularly as they offer an alternative avenue to those brands that consume more energy and fail to conserve the depleting natural resources. Undoubtedly, such brands can provide a unique selling proposition to a product and play a significant role in improving corporate image. Surprisingly, although, adequate attention has not been given to address the issue as to why users of green products associate themselves with green brands in India. The present study examines the consumer perceptions and attitudes of respondents carefully selected from across various metropolitan cities in India towards several green brands, considered under the ambit of the study. Further, it also explores the impact of such personality dimensions on consumers’ purchase intentions towards brands, the extent to which it creates customer engagement, and builds customer loyalty in the long haul. A structured questionnaire was administered on a sample of 717 respondents from India to yield their responses to the research study's premises. The present research tested all three hypotheses: the impact of green brand personality dimensions on consumer purchase intentions, active customer engagement and consumer loyalty. It was validated through path analysis conducted as a part of the structural equation modelling procedure. Thenceforth, it was inferred that all the dimensions of green brand personality have a significant bearing on consumer purchase intentions, active consumer engagement and brand loyalty. The study also provides insights to brand managers for practising sustainable businesses’ norms and ethical consumerism, contributing to fostering greater stability in the dynamic business milieu.