The Role of GBK in Influencing Green Purchase Intention: A SEM Study of University Students

Abstract

Green branding is a marketing approach that highlights the environmental benefits of a brand. It is another method that companies can use to differentiate their brand. Communicating their resolution towards a better environment can increase profit and create a blue ocean, especially in developing countries. In Developed countries, companies are already working towards their environmental goals and achieving them in developing nations. Companies are still learning the effect of green branding on purchase intentions. Despite its product's nature, Toyota has used green branding successfully to communicate its pledge to sustainability. This study was conducted to determine the perceptions of Pakistani consumers regarding the relations among Green Brand Positioning (GBP), Attitude towards Green Brands (ATGB), Environmental Concern (EC), and Green Purchase Intention (GPI), with a focus on Green Brand Knowledge (GBK). The quantitative method uses a cross-sectional design to collect data from organic product purchasers by applying stratified random sampling. Partial Least Squares, Structural Equation Modeling (PLS-SEM) analysis demonstrated that the Green Purchase Intention is significantly related to study variables (GBP, ATGB, and EC). This Study is filling some gaps in the previously available information on green branding. Therefore, elucidating the moderating effect is crucial for advancing knowledge that can influence future research into this relationship. Results suggest that familiarity with green brands would increase the impact of GBP and EC on GPI; furthermore, GBK acts as a mediator between GBP and GPI. This Study will be helpful for business managers and proprietors who wish to understand how green branding can be used while creating a brand image in this environmentally sensitive era.