Impact of green brand affect on green purchase intention: The

mediation effects of green brand attitude and green brand association

Submitted by: Gori lohana

Submitted to: Dr Mansoor

Subject: strategic human resource development

Dated: 7-6-2021
 1. Introduction
Green products are described as items that are not environmentally harmful. Green goods are
sustainable items that reduce their environmental effect during their life-cycle. The objectives of
green product development are to reduce waste, minimize emissions of carbon, and optimize
efficiency of resources. Green brands also mean brands which are capable of offering sustainable
advantages over other brands. Green brands are brands that are associated with environmental
sustainability by customers[ CITATION Tai19 \l 1033 ] . Furthermore, green brands appeal for
environmentally responsible customers. Since environmental awareness in the market is
expanding, the positioning of green branding strategies is designed to develop a distinct and
sustainable image for the target consumer to match their green demands. As more and more
consumers want to give greenery a priority by building good emotional responses as a base of
green brands' impact, it is vital for green brand strategy to differentiate brands and to generate
green purchase intentions[ CITATION YuS15 \l 1033 ].

Effective approaches of green branding are highly important for sustainable consumption for
managers as green brand has a favorable effect on green brand associations and green brand
attitude[ CITATION YuS20 \l 1033 ].

According to [ CITATION Arj01 \l 1033 ] green brand affect is “consumer’s positive emotional
response towards a brand in consequence of the brand’s environmental performance”. As per
[ CITATION kev93 \l 1033 ] “Brand affect can also be viewed as a comprehensive evaluation of
consumer preferences or dislikes”.

An effective strategy to drive sustainable consumption by managers is to improve the green

brand affect, green brand associations and green brand positioning, leading to an increase in
green purchase intentions and long-term customer connections. Companies must determine how
their resources can be allocated efficiently to raise their target consumers' green purchase
intentions under a constrained resource base.[ CITATION YuS20 \l 1033 ].

The consumption of services and products in a manner that minimizes its environmental effect
and satisfies consumer requirements for current and future generations is a sustainable
consumption[ CITATION Har19 \l 1033 ].In an era where consumer environment is dominant,
sustainable consumption has become a significant subject for businesses. The popularity of
sustainable consumer products on the market is a prospect for green branding. The major focus
of this study is on green brands. We have found the association between sustainable consumption
and green brands to be less noteworthy in earlier research. This gap was identified and thus
investigates the impact of green brand affect on green purchase intention and identifies the
mediation effects of green brand attitude and green brand association.
2. Literature Review
Green purchase intention

Globally, there is a fast expanding awareness of environmental deterioration and its destructive
impact. The world is united to strive towards protecting the environment. Consumers are more
conscious about the impacts their consumption patterns have upon the environment. By using
green products or brands, enterprises may get a competitive edge. However, marketers need to
understand how increased sustainability awareness has an influence on other elements that
explain customer pro-environmental behavior [ CITATION Pan19 \l 1033 ]. [ CITATION Yad19 \l 1033 ]
claimed that this growing knowledge and preference for sustainable consumption is expected to
affect consumer purchasing decisions.

According to [ CITATION YSC12 \l 1033 ] “ green purchase intention is the possibility of consumers
buying specific products or brands due to their environmental needs”. [ CITATION Mat18 \l 1033 ]
said marketers that sell green, energy-efficient items have to work effectively towards supplying
items that add to consumer confidence and happiness, therefore fostering their green purchasing
intent. Green product knowledge is typically considered to be a direct predictor of green
purchasing intent, which means customers who have green product knowledge are assumed to be
buying green items. This reveals that the more information that customers have about green
products when purchasing green items, the more they think the green products may have
favorable environmental outcomes. Consumers who believe in favorable effects are more likely
to feel that green personal buying may enhance the environment and minimize pollution
[ CITATION Hon19 \l 1033 ] .

Green brand affect

The brand affect plays a key role in consumer buying decisions and is also a major predictor of
consumer behavior. Brand affect is also the emotional factor on which the brand is recognized by
consumers [ CITATION SEr98 \l 1033 ]. Brand affect is the extent to which a particular brand is
loved by consumers. They are only prepared to buy again if consumers enjoy a certain brand
[ CITATION WOB84 \l 1033 ].[ CITATION RMM94 \l 1033 ] described brand affect as the power of
brand to cause widespread customer favorable feedback. In other words, customer emotional
sentiments for a brand include enthusiasm, pleasure, contentment, etc.
[ CITATION YuS20 \l 1033 ] said green brand affect does not influence green purchasing intentions
directly. In addition, the link between green brand and green purchasing intents is completely
mediated by green brand associations and green brand attitudes. It means that green brand
promotes green purchase intentions indirectly through green brand attitude and green brand
associations. While firms tend to boost green buying intents for their clients, the impact on green
brand, green brand associations and green brand attitude needs to be increased.

Green brand association

[ CITATION Aak91 \l 1033 ] described the brand association as a key brand equity component and it
represents customer knowledge related to a certain brand.[ CITATION YuS20 \l 1033 ] defined green
brand associations as to what extent customers are aware of the green brands and their way of
feeling and assessing the green brand.[ CITATION KLK98 \l 1033 ] “argues that brand associations
can be characterized by three aspects: strength, favorability, and uniqueness”.

[ CITATION Pat06 \l 1033 ] said that green brand association may stimulate the green brands by
delivering green information on the features of green products to targeted buyers. The emotional
advantages that green brands actively bring can lead to a strong and successful green brand
association.

[ CITATION Pat06 \l 1033 ] confirmed significant perceptual effects of green brand

communications, proposed dimensions of green brand benefits, as well as significant positive
attitude effects of green brand associations. The strategic value of well defined brand
associations and the relevant function of brand communication in brand implementation are still
uncertain. Most scholars also believe that brand associations have complex structures and
differentiate between functional qualities and benefits and emotional or symbolic brand
advantages[ CITATION kev93 \l 1033 ].

Green brand attitude

[ CITATION YuS17 \l 1033 ] describe green brand attitude as a consumer's attitude to their overall
assessment of the green performance of a brand. In the view of environmentalism the efficacy
of brand attitude depends on the consumer assessment of brand merits and flaws and the extent
of favorable assessment of the brand[ CITATION AAM81 \l 1033 ].
[ CITATION Len17 \l 1033 ]said there is positive impact of green brand attitude on purchase
intention while [ CITATION RBu21 \l 1033 ] claims that the positioning of the Green brand and
knowledge of the Green Brand impact the intention of buying green products. In contrast, the
attitude of customers towards green brands has not significantly influenced the intention of
buying green products. Consumer attitudes play a significant part in shaping behavioral intent,
and customers with a strong attitude toward green products would be strongly committed to
green purchase intent [ CITATION YiC14 \l 1033 ].

[ CITATION YuS17 \l 1033 ] said that the green brand attitude and the green brand image which link
favorably to the green brand attachment might be damaged by the excessive product packaging.
Therefore, companies must not disregard the negative consequences of excessive product
packaging by emphasizing the functional advantage of green products.

Hypothesis

H1: There is positive impact of green brand affect on green purchase intention.

H2: There is positive impact of green brand association on green purchase intention.

H3: There is positive impact of green brand attitude on green purchase intention.

Research framework

Green brand attitude

Green brand affect Green purchase intention

Green brand association

3. Methodology
3.1 Research design
The research is quantitative and causal in nature and the data was collected through survey in
which a structured questionnaire was distributed to the respondents who shop for green products
in the retail stores of larkana city.

3.2 Population
The target population of the study consists of upper middle class and whole upper class of
larkana city. The total population for the study was identified to be 171677 customers.

3.3 Sample
The study used probability sampling in which simple random sampling technique was used to
select the customers in retail stores.

The sample size was identified through krejice and Morgan (1970) table for the research. Total
population for the study was 171677 and the sample size was 384.

3.4 Data source

The data source for the study was primary.

3.5 Data processing and analysis technique

Quantitative data processing methods were used to analyze the gathered data. Numerical data
processing was carried out using the software SPSS (Social Science Statistical Packages). The
descriptive statistics and inferential statistics (correlation and regression) was used to analyze
the data .In order to determine the linear relation between dependent and independent variables,
the Pearson correlation coefficient was used.
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