Exploring the Relationship between Brand Green Image, Environmental Performance and Consumer Green Consciousness and Purchase Intention of Fashion Products

Abstract

Products features have a significant effect on consumers’ buying intention as it identifies which of the consumers’ needs be fulfilled. In addition, emotional brand benefit is one of the important factors to switch consumers from actual consumption to eco-friendly purchasing. In this study, we explored the relationship between brand green image, environmental performance and consumer green consciousness and purchase intention by survey with target group age ranged 18-28. The survey results indicated that there is a direct relationship between brand green image environmental performance and consumer green consciousness and purchase intention of fashion products.

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