Green Brand Positioning Research Articles

Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products.

This study examines how Green Brand Positioning, Brand Attitude, and Brand Knowledge impact Green Purchase Intention. The independent variables include positioning, attitude, and green brand knowledge, while green purchase intention is the dependent variable, with green brand knowledge acting as a moderator. The research focuses on The Body Shop beauty brand and includes 236 participants. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 21. The results show that green brand positioning positively and significantly influences green purchase intention, as do green brand attitude and knowledge. However, there is no significant difference in the effect of green brand positioning on purchase intention when considering different levels of green brand knowledge.

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

Purpose The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments. Design/methodology/approach This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling technique, partial least squares structural equation modelling was employed to yield significant insights. Findings The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding. Research limitations/implications This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments. Originality/value This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.

Determinants of Sustainable Consumption Behavior: A Case Green Apparel Brands of Pakistan

The purpose of this research study is to investigate the impact of environmental concern (EC), willingness to be friendly to the environment (WEF), green brand positioning (GBP), green marketing mix (GMM) and attitude toward green brands (AGB) in Pakistan on sustainable consumption behavior (SCB) with moderating role of green purchase behavior (GPB) focusing on the green apparels with moderating role of green purchase behavior. The research data were gathered through the survey method of the industries of green clothes shops. The study opted with the primary data and used questionnaire as data collection tool. Furthermore, the study selected the convenience sampling technique and targeted customers in Pakistan with sample of 319. For data analysis, PLS-SEM was applied. The results of the study revealed that there is direct significant and positive impact of attitude towards green brands, environmental concern, green brand positioning, green marketing mix and willingness to be environmentally friendly on green purchase intention. Moreover, the study also revealed that there is direct significant and positive impact of green purchase behavior and green purchase intention on sustainable consumption behavior. However, the results show that the green purchase behavior does not moderates the relationship between green purchase intention and sustainable consumption behavior.

Assessing The Impact of Green Brand Positioning and Knowledge on Attitudes Towards Green Brands: A Study of Branded Coffee Consumer in Indonesia and Their Green Purchase Intentions

Purpose: This research attempts to examine the nexus between Green Brand Positioning, Green Brand Knowledge, mediated by Attitude towards Green Brand, and their collective impact on Green PurchaseIntention among consumers of a specific coffee brand in Indonesia. Method: Data was collected from a sample of 296 individuals using an online questionnaire, employing a nonprobability sampling method and PLS-Structural Equation Model for analysis. Result: The study unveiled that while green brand positioning exhibited no influence on green purchase intention, the combined effect of green brand positioning, green brand knowledge, and attitudetowards green brand positively shapes green purchase intention. This highlights the capacity of companies embracing environmentally friendly practices to uphold their commitment to protecting the planet.Particularly in the realm of coffee brands, which have effectively engaged consumers in environmental consciousness, these companies serve as advocates for sustainability and earth preservation.Consequently, this underscores the importance for otherentrepreneurs, communities, and government to prioritize environmental stewardship and take proactive measures to safeguard the environment.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

The green mindset: how consumers’ attitudes, intentions, and concerns shape their purchase decisions

Purpose. The goal of the present investigation is to find out what effect environmental concern has as a moderator between green brand positioning, green brand knowledge, social value, and perspective on the green brand among young consumers. Design/methodology/approach. Information was gathered from 407 Bangladeshi university students, both public and private. The suggested model was evaluated with the assistance of SPSS version AMOS-24, using the Structural equation Modeling (SEM) method. Findings. According to the standardized path coefficients of the SEM, the findings suggest that environmental concerns have a great deal to do with young people’s green purchasing intentions. According to the results, ‘green brand positioning’ (GBP) and ‘green brand knowledge’ (GBK), directly and indirectly via ‘Attitude towards Green Brand’ (ATGB) affect ‘Green Purchasing Intention’ (GPI). But ‘social value’ (SV) and ATGB are indirectly important factors in determining intent to buy environmentally friendly products and have no direct effect on GPI. Here, as a moderator, ‘environmental concern’ (EC) plays a vital role. Practical implications. These insights may help companies better comprehend how customers view environmentally responsible products as well as what factors influence their purchase decisions. Additionally, it is essential for businesses to appreciate the significance of educating people about environmental issues in order to increase consumer awareness and encourage more sustainable consumption habits. Originality and value. The study’s findings might be quite instructive to firms and businesses and motivate young people to make environmentally friendly purchases. One of the first studies of its kind, its findings are extremely valuable for companies seeking to understand their customers’ perspectives on green brands because they may shed light on how environmental concerns can moderate consumer behavior when it comes to purchasing environmentally friendly products.

Impact of Green Product Positioning, Attitudes, and Knowledge on Green Product Purchase Intention Among Consumers in Colombo City Limit in Sri Lanka

This study aims to assess the impact of green brand positioning, consumers’ attitudes toward green brands, and green brand knowledge on green product purchase intention among people in Colombo City Limit in Sri Lanka. A standard questionnaire was used to gather the data from 200 consumers, and the purposive sampling technique was used to collect the data. The survey was carried out in reputed supermarket chain in Sri Lanka. Three hypotheses were developed for this research, and all hypotheses were tested using Pearson correlation analysis, multiple regression analysis, and descriptive statistics. The coefficient values of green product positioning, attitude, and knowledge positively correlate to consumers’ purchase intention, which means that independent variables such as green product positioning, green brand attitude, and green brand knowledge are the strongest predictors of determining green product purchase intention among consumers. Thus, based on our findings, we recommend that green brand positioning be used as a marketing strategy to improve green brand knowledge and attitudes, encourage consumers to demand more goods, and increase business sales and revenue. Moreover, it can be used to differentiate their products from the available competitors by giving the influence that their products are unique. In addition, the government can encourage businesses to invest in environmentally friendly products by granting financial or non-financial benefits.

Influence of Ethically-Minded Consumer Behavior, Digital Citizenship, and Retailers’ Green Positioning on the Effectiveness of Store Flyer Sales Promotions (Paper vs. Digital)

This study evaluates the impact of sales promotions that are featured in store flyers distributed by prominent retailers and their capacity to attract consumers to their establishments. A distinctive conceptual framework is introduced that scrutinizes the influence of ethically-minded consumer behavior, digital citizenship/literacy, and a retailer’s orientation toward environmental sustainability and explicit ecological concerns. A quasi-experimental design was used to formulate four distinct scenarios from a possible set of eight, stemming from the combinations of three variables: 2 Retailer Positioning (green vs. without explicit ecological claims) × 2 Flyer Mediums (paper vs. digital) × 2 Discount Levels (5% discount vs. 30% discount). Through an online survey, a sample of 269 responses was garnered to gauge consumer reactions to these store flyers, evaluating their attitudes and receptiveness. The findings suggest that attitudes toward paper flyers were more favorable when presented by non-green retailers compared to their green counterparts. This can be attributed to a perceived inconsistency between a green brand positioning and the use of paper flyers. Furthermore, the propensity to transition to digital flyers was notably stronger for green retailers compared to non-green retailers, but this inclination was most pronounced when higher discounts were offered.

The Impact of Brand Positioning and Brand Knowledge on Impulsive Purchasing Intention with Mediating Role of Green Brand Attitude: Special Reference to Green Branded Products in Sri Lanka

The market for green products in Sri Lanka is small but rising. However, many green product producers adhere to the ideas of their Sustainable Living Plan (SLP) in order to manufacture green products that reduce emissions and stabilize natural ecosystems. Therefore, in order to provide their products a competitive edge in the eyes of consumers, green producers use green brand positioning tactics. The study's primary objective was to determine how brand positioning techniques and brand knowledge about green products influence the brand attitude and impulsive purchasing intention of consumers. This research study deployed a quantitative method of conducting interviews by developing a structured questionnaire. Multistage convenience sampling technique was deployed due to unavailability of an official data source on green product consumers. Moreover, data were collected from the green market places in Colombo, Kandy and Matara districts where the green products are available especially in supermarkets (Keells, Cargills) and green shops (Good Market). Accordingly, 300 responses were analyzed using SPSS software. Multiple regression analysis, correlation analysis and Hayes process Macro method were used to test the hypotheses. The findings showed that green brand positioning, brand knowledge, and brand attitude have a favourable influence on consumers' impulsive inclinations to buy green products. The findings also suggest that having a proper understanding of green brands will influence consumer sentiments towards green brands. The study states that green product marketers might further enhance green brand positioning by emphasizing the importance of a green product attribute to draw in large numbers of customers and to persuade them to make impulsive green purchases.

Pembentuk Green Brand Love pada Merek Kecantikan Ramah Lingkungan

Current developments show that consumers are becoming more aware of environmentally friendly products. Companies are producing various kinds of environmentally friendly products. One of them is environmentallyfriendly cosmetic products. This study aims to see the most significant influence that forms green brand love ongreen cosmetic products. The research respondents totaled 230 people, with data collection using online research.The data collection method uses purposive sampling to test the hypothesis using Structural Equation Modeling(SEM) with Smart-PLS tools. The results showed that green brand image influences green brand love, green brandattitude, green brand personality, and green brand trust. In the mediating variable, green brand attitude and greenbrand trust influence green brand love. Meanwhile, green brand personality does not affect green brand love. Theresults of this study provide information that green brand personality related to consumer characteristics needs tobe a concern for companies.

Willingness to Pay Premium for Green Agricultural Products

From the perspective of green brand experience, this study classifies green brand experience into five dimensions: cognitive experience, product experience, communication experience, emotional experience, and association experience. The study aims to investigate the influence of these five dimensions on consumers' willingness to pay premium (WTPP) for green agricultural products. Meanwhile, the mediating effect of green brand attitude on the relationship between green brand experience and WTPP for green agricultural products was investigated as well. To collect data for this study, a quantitative research design was employed, and an online questionnaire was administered using Google Forms. The questionnaire was distributed to 444 Chinese consumers who are 18 years old or older and have made purchases of green agricultural products. The participants were conveniently sampled from four first-tier cities in China, namely Beijing, Shanghai, Guangzhou, and Shenzhen. The proposed model was tested using structural equation modeling (SEM) through AMOS 24. The research results show that cognitive experience, and communication experience, emotional experience, and association experience all had positive effects on WTPP; among them, association experience having the greatest influence on WTPP. Second, cognitive experience, product experience, communication experience, emotional experience, and association experience all have positive effects on green brand attitude. Additionally, green brand attitudes have a positive effect on WTPP; finally, green brand attitude partially mediates the relationship between cognitive experience, communication experience, emotional experience and association experience and WTPP, and fully mediates the relationship between product experience and WTPP. The results of this study can help businesses manage and promote the development of green agricultural products market, thus enhancing consumers' willingness to purchase.

Green Brand Positioning and Attitude towards Green Brands: Mediating Role of Green Brand Knowledge among Green Consumers in the Kathmandu Valley

Background- The issue of sustainability has attracted global brands to take initiatives in green concerns. Following the footsteps of global brands, Nepali brands have designed their products to address such green concerns. As a result, green consumers' behaviors have gained the attention of different streams of researchers and practitioners. Purpose- The purpose of this paper is to examine the mediating role of Green Brand Knowledge (GBK) on Green Brand Positioning (GBP) and Attitude towards Green Brands (ATGB). Research Methodology- This paper adopted a quantitative approach to achieve the research objective. A cross-sectional survey research design and purposive sampling technique were employed to collect data from 201 green-aware customers of the Kathmandu Valley. The process macro was applied to test the mediated hypotheses. Results- The result revealed that GBP significantly influences GBK and ATGB, and GBK partially mediates the relationship between GBP and ATGB. Conclusion- This paper concluded that the GBP and GBK of customers could change the ATGB. Since ATGB is a significant variable, Nepali green brands could invest in a promotional campaign, as a result, GBK and GBP could change the positive attitude toward green brands. Implications: This paper could provide two significant implications. First, it can help to enrich the existing body of literature on green branding by drawing from signaling theory (ST) and the theory of planned behavior (TPB). Second, this paper could help managers and marketers to design GBP strategy as it is regarded as a critical aspect of green brands. Originality: This paper is among the earliest work to explain green attitude by applying the ST and TPB in the Nepali context.

DO GREEN BRAND POSITIONING, GREEN BRAND KNOWLEDGE, ATTITUDE TOWARDS GREEN BRAND, AND ENVIRONMENTAL CONCERN ARE INFLUENCE FACTORS FOR THE GREEN PURCHASE INTENTION OF BLACK SOLDIER FLY LARVAE?

The increasing number of human populations certainly has a bad influence on the environment. Food sources for humans also need a source of protein. For this reason, alternative protein sources are needed that can save threatened fish populations. This study is very simple, but the issue is very important for the environment. The purpose of this study is to determine the effect of green brand positioning, green brand knowledge, attitude towards green brand, and environmental concern on green purchase intention of black soldier fly larvae. The data used in this study is primary data obtained through distributing questionnaires to followers of Instagram (IG) Magalarva Tbk. The sample criteria in this study are 18-30 years old who know the Magalarva Tbk have never bought Magalarva products, and are domiciled in Greater Jakarta. The sampling method used is nonprobability sampling (purposive). All hypotheses are accepted. The results show that green brand positioning, green brand knowledge, attitude towards green brands, and environmental concerns have a significant effect on green purchase intention for the product of Magalarva’s brand.

How Do Product Positioning and Consumer Knowledge of Green Brands Lead To Purchase Decisions?

Green branding has become a relevant strategy for winning the business competition. However, limited research has been conducted specifically investigating the role of green branding positioning on consumer green brand attitude and brand purchase. This study looks into the impact of green brand positioning on green purchasing decisions, considering consumer knowledge and consumer green brand attitude. Specifically, we examined how green brand positioning and knowledge form the green brand attitude and how green brand attitude determines green purchase decisions. Our research setting is green lamp purchase decisions. Respondents were green lamp purchasers and users, with a total sample size were 220 respondents. We developed several hypotheses and tested them using Structural Equation Modelling (SEM) with the AMOS 22. Our research findings showed that green brand positioning and knowledge positively and significantly impact consumers' green brand attitudes. Green brand attitude positively impacts green purchase decisions, and green brand positioning and knowledge positively and significantly affect a green purchase decision. In conclusion, our investigation showed that green brand positioning and green brand knowledge are essential for the formation of green brand attitudes and green brand purchase decisions. We also found the partial mediation of green brand attitude on the effect of green brand positioning on green brand purchase decisions. While for the impact of green brand knowledge on the green brand purchase decision, we did not find the mediating effects of green brand attitude. Keywords: green brand positioning, green brand knowledge, green brand attitude, green brand purchase decision

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

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.

Exploring the role of green brand positioning in determining green product purchase intention

In this study, we investigate the relationship between green brand positioning (GBK), attitude toward green brand (AGB) and green brand knowledge (GBK) on green product, specifically in beauty and body care products. It also sought to examine consumer’s purchase intention (PI) of this product using those variables. The methodology which is used to analyse the data obtained is using an exploratory quantitative approach. The data evaluated by Partial Least Square – Structural Equation Model (PLS-SEM). This study used purposive sampling techniques to determine the sample of employees who work in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek), Indonesia. The outcomes indicate that all these factors contribute to purchase intention of this green beauty and body care product. This study is also found that GBP has a positive direct contribution to AGB, GBK, and PI. Originality and practical implications from this study are that, the green product companies must pay attention to the brand positioning because it would alter consumer’s attitude and intention towards of green products. Thus, companies should focus more on developing promotional messages that are more directed towards sustainable values or optimizing communities that support sustainability lifestyles. More deeply, eco-friendly beauty and body care products are very widely used today, so the results of this research are expected to contribute in terms of how can customer’s intensions are increased in buying these products.

‘’Role of Green Customer Value, Awareness of Environmental Consequences, Green Brand positioning and Attitude Toward Green Brand in Influencing Green Purchase Intention.’’

Customer demand for green products is increased since awareness of environmental issues prevailing in current era. The main purpose of conducting the research is to measure role of green brand positioning, attitudes toward green brands, green customer values and environmental consequences in influencing green purchase intention. Furthermore, the majority of study in this field concentrated in highly prosperous nations, while there was a paucity of research on the context of green purchase intention GPI in developing countries. The current study fills up this gap in literature by examining factors that influence green purchase intention GPI in Pakistan including Theory of Planned Behavior TPB. According to the study's findings marketing managers must take a firm's green brand positioning strategy into account while creating advertising messages that encourage customers to support the company's green initiatives. A well-implemented green brand positioning strategy can lead to a more promising attitude toward green brand (ATGB) and influence their attitude toward green purchase intention as well as awareness of environmental consequences influence customer intention to buy green products., green brand positioning and green customer value have noteworthy impact on green purchase intention. In this data is collected once as it is cross-sectional study. Research on green purchase intention (GPI) has established significant development in the past years. However, there are still several important aspects in various contextual setting that demand further research. Some other potential predictors are not included in this research due to time and cost restriction. More fruitful results can be achieved by doing longitudinal researches on these variables for more generalizing purpose. 

Consumer Purchase Intention for Green FMCG: Mediating Role of Green Brand Attitude and Moderating Effect of Neutralization

Consumer Purchase Intention for Green FMCG: Mediating Role of Green Brand Attitude and Moderating Effect of Neutralization

The Relationship Between Brand Positioning, Attitude Knowledge and Green Brand Purchase Intention in Thailand

This study examined the relationship between brand positioning, attitude and knowledge, and green brand purchase intention among Thai consumers. Closed-ended questionnaires (Likert's Rating Scale) were used to collect data through the online survey and convenience sampling from a valid 335 sets of responses. The demographic characteristics were analysed using SPSS Version 27. The hypotheses were analysed by adopting the Partial Least Square Structural Equation Model (PLS-SEM). The findings confirmed the significant relationship between brand positioning and green product purchase intention through the mediating role of attitude and knowledge. This study may help business owners and green product marketers improve their marketing management by responding to the needs of green product consumers. Therefore, green product sellers should focus on green brand positioning, customers’ attitude, and knowledge about green products. Moreover, the results could be incorporated into green product marketplace strategies to enhance purchase intention via brand positioning, customers’ attitude, and knowledge about green products. The additional qualitative study, such as interviews and focus groups should be explored insight into factors such as digital marketing, customer relationship marketing (CRM), and brand image for further study.