Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers

Abstract

The urgent concerns for environmental issues and growing demand for green products have made \ncompanies pay much more attention to green marketing. Although, many companies invest in \ngreen marketing, but not all of them gain as much as they invest. Most of failures of investments \nin green marketing are rooted in the fact that customers doubt both the real green performance \nof these products and the real intention of companies regarding green products. This research, \nbeing quantitative in nature, attempts to investigate the impact of traditional branding constructs \n(perceived quality of the brand, credibility of the brand) and green branding constructs (perceived \nvalue of a green brand, the green brand image, and brand equity) on the green purchase intention of \ncustomers. The hypotheses have been developed in the form of a conceptual model to investigate \nthe relationship of these constructs. The research focuses on consumers of certain liquid washing \ndetergent products. All the data were collected using questionnaires and the analysis of the data \nwas conducted utilizing LISREL 8 and SPSS 16. The results indicate that perceived brand quality \nhas a positive impact on the perceived value of a green brand, brand credibility, and brand image. \nIn addition, green brand value and green brand image have a positive impact on brand equity. This \nresearch can serve as validation of the constructs to fi ll the gap in the investigation of green brand \ndimensions. Further analysis shows that green brand equity has a meaningful impact on the green \npurchase intention of the customers, however the impact of brand credibility on brand equity has \nnot been proved.

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