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Does green brand positioning translate into green purchase intention?: A mediation–moderation model

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  • Danish Mehraj
  • Ishtiaq Hussain Qureshi

Abstract

The purpose of this paper is to develop a comprehensive model and investigate the relationship between identified factors of green marketing strategies and green consumer behavior, such as green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brands (ATGB), willingness to pay (WTP) a premium, and green purchase intention (GPI). A questionnaire survey was deployed to collect data from the young consumers, from 600 students studying at nine state universities of India by employing stratified random sampling method. The results of the study suggest that a firm's green marketing strategies had an impact on green consumer behavior. The study found that GBP and GBK affect consumers green brand attitudes separately. Similarly, consumers green brand attitudes influence GPI. Meanwhile, WTP premium significantly moderates relationship between attitude toward green brand and GPI. The findings of this study suggest that marketing managers should consider a firm's GBP strategy as an important component in developing promotional messages that generate positive customer responses to the firm's green initiatives. A well‐implemented GBP strategy can lead to a more favorable GBK among consumers. As a result, it would assist in the development and promotion of green brands for businesses.

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  • Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    • Handle: RePEc:bla:bstrat:v:31:y:2022:i:7:p:3166-3181
    DOI: 10.1002/bse.3069
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    2. Ashish Dwivedi & Claudio Sassanelli & Dindayal Agrawal & Md. Abdul Moktadir & Idiano D'Adamo, 2023. "Drivers to mitigate climate change in context of manufacturing industry: An emerging economy study," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4467-4484, November.

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