The impact of ISO certification on consumers' purchase intention

Abstract

This study focuses on the investigation into the mineral water products industry and the impact of consumers' awareness of an ISO-certified product on perceived quality, brand image, brand attitude, brand preference, and purchase intention. The structural equation modelling method was applied to establish the research framework and verify the proposed hypotheses. The research found that consumers' awareness of an ISO-certified product has a positive influence on perceived quality but not on brand image; however, perceived quality has a positive influence on brand image. Further, brand image has a positive influence on brand attitude, brand attitude has a positive effect on brand preference, and brand preference has a positive effect on purchase intention. Therefore, consumers' perceptions of quality, brand image, brand preference, and brand attitude all function as mediator variables for ISO certification on purchase intention. The research established a straight cause-and-effect relationship model, and it was concluded that ISO certification was a key marketing factor that could enhance a product's perceived quality and further influence brand image as well as a consumer's positive attitude, brand preference, and purchase intention.