ArticleInternational journal of environmental research and public health2021
Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge.
Article in International journal of environmental research and public health, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
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Who cites it
5 citing papers in PubMed.
- Unveiling Sustainable Food Choices: How Green Attributes and Environmental Values Drive the Continuous Purchase Intentions of Organic Cocoa in Taiwan.Foods (Basel, Switzerland) · 2026Article
- The Moderating Effect of Price on the Relationship Between Environmental Attitude and the Purchase Behavior of Organic Products.Foods (Basel, Switzerland) · 2025Article
- The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention.Brain and behavior · 2024Article
- Green Purchase Behaviour Gap: The Effect of Past Behaviour on Green Food Product Purchase Intentions among Individual Consumers.Foods (Basel, Switzerland) · 2023Article
- Antecedent Factors of Green Purchasing Behavior: Learning Experiences, Social Cognitive Factors, and Green Marketing.Frontiers in psychology · 2021Article
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Authors and funding
5 authors.
Funding
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Abstract
The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer's green purchase intentions.
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