The role of organization type in shaping consumer perceptions of trust, competence, and goodwill – and its impact on green product purchase intentions

In the growing market for sustainable products, not only product attributes but also organization-level perceptions shape how consumers interpret environmental efforts. To capture these evaluations, this study introduces the concept of Green Organization Brand Equity (GOBE), extending brand equity theory to the organizational level. Qualitative and quantitative evidence across multiple studies show that organization type—local manufacturer versus large corporation—fundamentally shapes perceptions of trustworthiness, goodwill, and competence, which in turn influence purchase intentions. Local manufacturers consistently hold an advantage, especially in terms of goodwill, while corporations adopting eco-friendly positioning struggle to translate perceived competence into purchase intentions. Mediation analyses highlight that perceived environmental friendliness, product quality, and willingness to pay a premium are key mechanisms linking organizational credibility to consumer behavior. Additionally, organizational cues operate through distinct forms of skepticism that suppress downstream product evaluations. Overall, this research demonstrates how organizational attributes critically shape consumer responses to eco-friendly products.