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Article

Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge

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School of Economics and Management, Beijing University of Chemical Technology, Beijing 100029, China
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Department of Business Administration and Information Studies, Greenwich University, Karachi 75500, Pakistan
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Department of Business Administration, Iqra University, Karachi 75300, Pakistan
*
Authors to whom correspondence should be addressed.
Academic Editor: Martin David Rose
Int. J. Environ. Res. Public Health 2021, 18(20), 10762; https://doi.org/10.3390/ijerph182010762
Received: 9 August 2021 / Revised: 28 September 2021 / Accepted: 29 September 2021 / Published: 14 October 2021
(This article belongs to the Section Environmental Health)
The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer’s green purchase intentions. View Full-Text
Keywords: green brand knowledge; green brand positioning; environmental concern; green purchase intention; Pakistan green brand knowledge; green brand positioning; environmental concern; green purchase intention; Pakistan
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MDPI and ACS Style

Siyal, S.; Ahmed, M.J.; Ahmad, R.; Khan, B.S.; Xin, C. Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge. Int. J. Environ. Res. Public Health 2021, 18, 10762. https://doi.org/10.3390/ijerph182010762

AMA Style

Siyal S, Ahmed MJ, Ahmad R, Khan BS, Xin C. Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge. International Journal of Environmental Research and Public Health. 2021; 18(20):10762. https://doi.org/10.3390/ijerph182010762

Chicago/Turabian Style

Siyal, Saeed, Munawar J. Ahmed, Riaz Ahmad, Bushra S. Khan, and Chunlin Xin. 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge" International Journal of Environmental Research and Public Health 18, no. 20: 10762. https://doi.org/10.3390/ijerph182010762

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