ISSN: 2222-6990
Open access
This study aims to identify the impact of green brand image on consumer purchase intentions. In order to investigate the impact of green brand image comprehensively, green brand positioning, consumers’ attitude towards green brands, environmental concerns and green marketing on green product purchase intentions are selected and developed as components of green brand image. Additionally, this study explores the moderating effect of green brand knowledge on the relationship between the respective components and consumer purchase intentions. Employing quantitative research methods, multiple regression analysis and moderating effect analysis, data was collected through a questionnaire survey of 266 consumers in China. Findings demonstrated that green brand image positively influences the consumer purchase intentions. Furthermore, it was found that green brand knowledge has a moderating effect on the relationship between green brand image and consumer purchase intentions. The study extends green brand image literature by decomposing it into positioning, attitudes, concerns, and marketing, and identifies green brand knowledge as a moderator shaping purchase intentions. For real-world practices, the firms should strengthen green positioning by targeting green marketing and consumer education to build brand knowledge and increase green product purchase intentions.
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