Examining Linkages between Brand Image and Purchase Intention of Green Products: The Moderating Role of Perceived Benefits

Abstract

The present paper examines the moderating effects of perceived benefits by measuring the relationship among attitude toward green advertising, brand image and consumers’ intention to purchase green brands. The present study enhances our understanding of the moderating role of perceived benefits and extends the existing literature on green advertising. A dataset of 150 respondents has been used to examine the role of brand image and perceived benefits in the context of green advertisements. The findings of the study reveal that consumer attitude towards green ads is partially affected by the perceived benefits associated with such brands. The study also verifies that perceived benefits do not moderate the relationship between brand image and purchase intention.