The Effect of Green Brand Knowledge and Trust on Consumers’ Purchasing Intention: The Mediation Role of Attitude Towards Green Brands Egypt Case

Abstract

Recently, eco-friendly brands (EF) have received considerable attention from companies that seek for the competitive advantage. Growing concerns from governmental and non-governmental organizations (NGO) and the increase of consumer awareness are reasons why companies are going for environmentally friendly (green) products. despite the importance of this issue, there is a lack of research in testing the impact of green brand knowledge & green brand trust on Egyptian consumers’ green purchasing intentions via attitude towards green brands. So, in order to achieve this objective, three main research questions have been examined. This research was carried out in the Egyptian food & beverage market sector from the customer perspective, the data were collected only in Cairo, Alexandria, and Aswan, as non-probability convenience sampling technique was used. the country’s capital and two of its major cities and the city that attract investors in upper of Egypt and named as the capital of the youth in the African continent, in addition the population density in those cities is high, also, the number of malls and hypermarkets and the density of frequent customers is more in those cities. These questionnaires were analyzed by using (SPSS) to test and analyze the research hypotheses. Findings showed that there’s a significant positive indirect impact of green brand knowledge on consumers’ green purchasing intention via attitude towards green brands. In addition, there’s a significant positive direct impact of green brand trust on consumers’ green purchasing intention.