Green awareness and green purchase intention: The moderating role of corporate image

Endah Rahayu Lestari · Riska Septifani · Khairun Nisak

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

Abstract Customers’ awareness of environmental sustainability plays an important role in green purchase intentions. Understanding the buying behaviour of green products is particularly interesting since the corporate image builds customers trust and becomes a consideration to choose and purchase green products. This research aims to explore the influence of green awareness on the purchase intention of green products by considering the contingency effect of corporate image. The study used a survey questionnaire to collect responses from 155 respondents in Malang-East Java, Indonesia. The research was designed by using Structural Equation Modelling (SEM). Partial Least Square analysed the data. The results show that customers’ green awareness positively affects green purchase intention, while the corporate image was found to have a positive moderating role in the relationship. The research has indicated that corporate image can help develop consumers’ trust in the companies and influence the purchase intention of its product.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2009\nThe use of partial least squares path modeling in international marketing 1992Measuring Service Quality: A Reexamination and Extension 2015Predicting green product consumption using theory of planned behavior and reasoned action 2009The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust 2018The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern 2018Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing 2019Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter?

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