IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v17y2020i11p4089-d368708.html
   My bibliography  Save this article

The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude

Author

Listed:
  • Yu-Shan Chen

    (Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan)

  • Tai-Wei Chang

    (Graduate School of Resources Management and Decision Science, National Defense University, Taipei 112, Taiwan)

  • Hung-Xin Li

    (Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan)

  • Ying-Rong Chen

    (Department of Business Administration, National Taipei University, New Taipei City 237, Taiwan)

Abstract

This study investigates the impact of green brand affect on green purchase intentions and explores the mediation effects of green brand attitude and green brand associations by means of the structural equation model (SEM). There is no previous literature discussing the relationship between brand affect and purchase intentions from the perspective of green marketing. Therefore, this article establishes a green purchase intention framework to fill in the research gap. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. A total of 1000 consumers were randomly selected and 365 valid responses were received. In addition, this research conducted an empirical study using a questionnaire survey and structural equation model (SEM) to verify the research framework. The results show that green brand affect has no direct influence on green purchase intentions. Besides, this study indicates that green brand associations and green brand attitude fully mediate the relationship between green brand affect and green purchase intentions. It implies that green brand affect indirectly influences green purchase intentions via green brand attitude and green brand associations. While companies tend to raise their customers’ green purchase intentions, they need to increase their green brand affect, green brand associations, and green brand attitude.

Suggested Citation

  • Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:11:p:4089-:d:368708
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/17/11/4089/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/17/11/4089/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    2. Hoang Viet Nguyen & Ninh Nguyen & Bach Khoa Nguyen & Antonio Lobo & Phuong Anh Vu, 2019. "Organic Food Purchases in an Emerging Market: The Influence of Consumers’ Personal Factors and Green Marketing Practices of Food Stores," IJERPH, MDPI, vol. 16(6), pages 1-17, March.
    3. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    4. Tai-Wei Chang & Fei-Fan Chen & Hua-Dong Luan & Yu-Shan Chen, 2019. "Effect of Green Organizational Identity, Green Shared Vision, and Organizational Citizenship Behavior for the Environment on Green Product Development Performance," Sustainability, MDPI, vol. 11(3), pages 1-17, January.
    5. Tai-Wei Chang, 2020. "Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior," IJERPH, MDPI, vol. 17(7), pages 1-20, April.
    6. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Yu-Shan Chen & Yu-Hsien Lin & Ching-Ying Lin & Chih-Wei Chang, 2015. "Enhancing Green Absorptive Capacity, Green Dynamic Capacities and Green Service Innovation to Improve Firm Performance: An Analysis of Structural Equation Modeling (SEM)," Sustainability, MDPI, vol. 7(11), pages 1-19, November.
    8. Yu-Shan Chen & Ching-Hsun Chang & Yu-Hsien Lin, 2014. "The Determinants of Green Radical and Incremental Innovation Performance: Green Shared Vision, Green Absorptive Capacity, and Green Organizational Ambidexterity," Sustainability, MDPI, vol. 6(11), pages 1-20, November.
    9. Olson, Jerry C & Toy, Daniel R & Dover, Philip A, 1982. "Do Cognitive Responses Mediate the Effects of Advertising Content on Cognitive Structure?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 245-262, December.
    10. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    11. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    12. Haroon Qasim & Liang Yan & Rui Guo & Amer Saeed & Badar Nadeem Ashraf, 2019. "The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food," IJERPH, MDPI, vol. 16(7), pages 1-22, March.
    13. Yu-Shan Chen & Ching-Hsun Chang & Shu-Ling Yeh & Hsin-I Cheng, 2015. "Green shared vision and green creativity: the mediation roles of green mindfulness and green self-efficacy," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(3), pages 1169-1184, May.
    14. Erevelles, Sunil, 1998. "The Role of Affect in Marketing," Journal of Business Research, Elsevier, vol. 42(3), pages 199-215, July.
    15. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    16. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    17. Johar, Gita V. & Sengupta, Jaideep & Aaker, Jennifer L., 2005. "Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing," Research Papers 1884r, Stanford University, Graduate School of Business.
    18. Schlosser, Ann E, 2003. "Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 184-198, September.
    19. Wu, Jih-Hwa & Wu, Chih-Wen & Lee, Chin-Tarn & Lee, Hsiao-Jung, 2015. "Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market," Journal of Business Research, Elsevier, vol. 68(4), pages 829-833.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sandra Notaro & Elisabetta Lovera & Alessandro Paletto, 2022. "Behaviours and attitudes of consumers towards bioplastics: An exploratory study in Italy," Journal of Forest Science, Czech Academy of Agricultural Sciences, vol. 68(4), pages 121-135.
    2. Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    3. Shen Li, 2023. "Investigating the Influence of Factors on Attitude Towards Organic Food," Energy Technologies and Environment, Anser Press, vol. 1(1), pages 21-49, July.
    4. Massoud Moslehpour & Sahand E. P. Faez & Brij B. Gupta & Varsha Arya, 2023. "A Fuzzy-Based Analysis of the Mediating Factors Affecting Sustainable Purchase Intentions of Smartphones: The Case of Two Brands in Two Asian Countries," Sustainability, MDPI, vol. 15(12), pages 1-23, June.
    5. Heesup Han & Linda Heejung Lho & Hyeon-Cheol Kim & Elena-Nicoleta Untaru, 2021. "Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    6. Amit Kumar Bhardwaj & Arunesh Garg & Shri Ram & Yuvraj Gajpal & Chengsi Zheng, 2020. "Research Trends in Green Product for Environment: A Bibliometric Perspective," IJERPH, MDPI, vol. 17(22), pages 1-21, November.
    7. Jin-Long Chen, 2023. "Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    8. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    9. Andreea Barbu & Ștefan-Alexandru Catană & Dana Corina Deselnicu & Lucian-Ionel Cioca & Alexandra Ioanid, 2022. "Factors Influencing Consumer Behavior toward Green Products: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-18, December.
    10. Saeed Siyal & Munawar Javed Ahmed & Riaz Ahmad & Bushra Shahzad Khan & Chunlin Xin, 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge," IJERPH, MDPI, vol. 18(20), pages 1-22, October.
    11. Chenyu Gu & Shiyu Liu & Subai Chen, 2022. "Does Viewing Green Advertising Promote Sustainable Environmental Behavior? An Experimental Study of the Licensing Effect of Green Advertising," Sustainability, MDPI, vol. 14(22), pages 1-14, November.
    12. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu‐Shan Chen & Shu‐Hsien Lin & Chun‐Yu Lin & Shu‐Tzu Hung & Chih‐Wei Chang & Ching‐Wen Huang, 2020. "Improving green product development performance from green vision and organizational culture perspectives," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 222-231, January.
    2. Yu-Shan Chen & Tai-Wei Chang & Chun-Yu Lin & Pi-Yu Lai & Kuan-Hung Wang, 2016. "The Influence of Proactive Green Innovation and Reactive Green Innovation on Green Product Development Performance: The Mediation Role of Green Creativity," Sustainability, MDPI, vol. 8(10), pages 1-12, September.
    3. Tai-Wei Chang, 2020. "Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior," IJERPH, MDPI, vol. 17(7), pages 1-20, April.
    4. Tai-Wei Chang & Yen-Li Yeh & Hung-Xin Li, 2020. "How to Shape an Organization’s Sustainable Green Management Performance: The Mediation Effect of Environmental Corporate Social Responsibility," Sustainability, MDPI, vol. 12(21), pages 1-19, November.
    5. Yu-Shan Chen & Yu-Hsien Lin & Ching-Ying Lin & Chih-Wei Chang, 2015. "Enhancing Green Absorptive Capacity, Green Dynamic Capacities and Green Service Innovation to Improve Firm Performance: An Analysis of Structural Equation Modeling (SEM)," Sustainability, MDPI, vol. 7(11), pages 1-19, November.
    6. Tai-Wei Chang & Fei-Fan Chen & Hua-Dong Luan & Yu-Shan Chen, 2019. "Effect of Green Organizational Identity, Green Shared Vision, and Organizational Citizenship Behavior for the Environment on Green Product Development Performance," Sustainability, MDPI, vol. 11(3), pages 1-17, January.
    7. Yu-Shan Chen & Cui Wang & Ying-Rong Chen & Wei-Yuan Lo & Kuan-Ling Chen, 2019. "Influence of Network Embeddedness and Network Diversity on Green Innovation: The Mediation Effect of Green Social Capital," Sustainability, MDPI, vol. 11(20), pages 1-17, October.
    8. Tai-Wei Chang & Kuo-Hsuan Wang & Yi-Hsiung Lin, 2020. "Corporate Sustainability: It’s Mine! Effect of Green Product Psychological Ownership on the Environmental Behavior and Performance of Employees," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    9. Yu-Shan Chen & Xin Yan & Chor-Beng Anthony Liew, 2023. "University Social Responsibility in China: The Mediating Role of Green Psychological Capital," IJERPH, MDPI, vol. 20(4), pages 1-19, February.
    10. Yali Zhang & Jun Sun & Zhaojun Yang & Shurong Li, 2018. "Organizational Learning and Green Innovation: Does Environmental Proactivity Matter?," Sustainability, MDPI, vol. 10(10), pages 1-14, October.
    11. Gema Albort-Morant & Jörg Henseler & Gabriel Cepeda-Carrión & Antonio L. Leal-Rodríguez, 2018. "Potential and Realized Absorptive Capacity as Complementary Drivers of Green Product and Process Innovation Performance," Sustainability, MDPI, vol. 10(2), pages 1-20, February.
    12. Jianfeng Meng & Majid Murad & Cai Li & Ayesha Bakhtawar & Sheikh Farhan Ashraf, 2022. "Green Lifestyle: A Tie between Green Human Resource Management Practices and Green Organizational Citizenship Behavior," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
    13. Ayça Kubra Hizarci‐Payne & İlayda İpek & Gülüzar Kurt Gümüş, 2021. "How environmental innovation influences firm performance: A meta‐analytic review," Business Strategy and the Environment, Wiley Blackwell, vol. 30(2), pages 1174-1190, February.
    14. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    15. Bilal Afsar & Ahsen Maqsoom & Asad Shahjehan & Sajjad Ahmad Afridi & Adnan Nawaz & Hassan Fazliani, 2020. "Responsible leadership and employee's proenvironmental behavior: The role of organizational commitment, green shared vision, and internal environmental locus of control," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 297-312, January.
    16. Yu-Shan Chen & Chang-Liang Lin & Ching-Hsun Chang, 2014. "The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2411-2425, September.
    17. Sri Widyastuti & Muhammad Said & Safitri Siswono & Dian Andi Firmansyah, 2019. "Customer Trust through Green Corporate Image, Green Marketing Staretgy and Social Responsibility: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 343-359.
    18. Aysun Kahraman & İpek Kazançoğlu, 2019. "Understanding consumers' purchase intentions toward natural‐claimed products: A qualitative research in personal care products," Business Strategy and the Environment, Wiley Blackwell, vol. 28(6), pages 1218-1233, September.
    19. Wengang Zhang & Feng Xu & Xuefeng Wang, 2020. "How Green Transformational Leadership Affects Green Creativity: Creative Process Engagement as Intermediary Bond and Green Innovation Strategy as Boundary Spanner," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    20. Sri Widyastuti & Muhammad Said & Safitri Siswono & Dian Andi Firmansyah, 2019. "Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 83-99.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:17:y:2020:i:11:p:4089-:d:368708. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.