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

Saeed Siyal,Riaz Ahmad,Munawar Javed Ahmed,Bushra Shahzad Khan,Chunlin Xin

doi:10.3390/ijerph182010762

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.

Highlights

The United Nations (UN) have developed 17 Sustainable Development Goals (SDGs) to transform our planet
The SPSS was used for descriptive analysis, data screening and identifying missing data to remove the outliers, while Smart Partial Least Square (PLS) was used for the inferential analysis
The result of the Hypothesis 4 (H4) suggests that the relationship between green brand positioning and green product purchase intention was not moderated by green brand knowledge as (β = −0.073, t = 1.563, p = 0.119) inferring that H4 is not accepted. These findings show that green brand knowledge is not considered to be a significant moderator of the relationship between green brand positioning and green purchase intention (GPI)

Summary

Introduction

The United Nations (UN) have developed 17 Sustainable Development Goals (SDGs) to transform our planet. These goals are a call for action to promote economic growth and address social needs by all countries; rich, poor, and middle-income. The 13th Goal, which is based on climate change and environmental protection, is attracting widespread interest and affecting every country in all the continents due to rising sea levels, changing weather patterns and increasing levels of greenhouse gas emissions. The rise in global temperature to 1.5 ◦ C has wreaked havoc on national economies. Countries adopted the Paris Agreement in November 2016, and many world leaders are of the view that urgent action should be taken to limit global temperature rise to below 2 ◦ C [1]. Sharples, et al [2]

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