The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. The Positive Effect of Green Brand Affect on Green Brand Associations
2.2. The Positive Effect of Green Brand Affect on Green Brand Attitude
2.3. The Positive Effect of Green Brand Affect on Green Purchase Intentions
2.4. The Positive Effect of Green Brand Associations on Green Brand Attitude
2.5. The Positive Effect of Green Brand Associations on Green Purchase Intentions
2.6. The Positive Effect of Green Brand Attitude on Green Purchase Intentions
3. Methodology and Measurement
3.1. Data Collection and Sample
3.2. The Measurement of the Constructs
4. Empirical Results
4.1. The Results of the Measurement Model
4.2. The Results of the Full Model
5. Discussion
6. Conclusions
Author Contributions
Funding
Conflicts of Interest
Appendix A
Constructs | Items | Cronbach’s α | Resources | |
---|---|---|---|---|
Numbers | Content | |||
Green brand affect | GA1 | The environmental friendliness of the brand makes you feel good. | 0.917 | Chaudhuri and Holbrook [8] |
GA2 | the brand’s emphasis on environmental protection makes you feel good. | |||
GA3 | the brand’s environmental performance makes you happy. | |||
Green brand associations | GB1 | The strength of the brand’s environmental features is outstanding. | 0.899 | Chen and Chang [24] |
GB2 | the favorability of the brand’s environmental features is better than that of other brands. | |||
GB3 | the uniqueness of the brand’s environmental features is excellent. | |||
Green brand attitude | GBA1 | You will like this brand more because the brand is environmentally friendly. | 0.926 | Chen et al. [26] |
GBA2 | You will prefer the brand because of your concern for the environment. | |||
GBA3 | You agree that the brand can be more valuable because it is environmentally friendly. | |||
Green purchase intentions | GI1 | You intend to buy the brand out of concern for the environment. | 0.943 | Chen and Chang [28] |
GI2 | You bought the brand last because of its environmental performance. | |||
GI3 | In general, you are happy to buy the brand considering it is environmentally favorably. |
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Classification | Frequency | Percent | Classification | Frequency | Percent | ||
---|---|---|---|---|---|---|---|
Education level | Graduate School (or above) | 108 | 29.6% | Gender | Male | 121 | 33.2% |
University (College) | 238 | 65.2% | Female | 244 | 66.8% | ||
High school (or below) | 19 | 5.2% | Age | 41 or above | 12 | 3.2% | |
Annual income | 1 million or more | 9 | 2.5% | 31–40 | 23 | 6.3% | |
0.4–1 million | 65 | 17.8% | 21–30 | 263 | 72.1% | ||
Less than 0.4 million | 291 | 79.7% | Below 20 | 67 | 18.4 |
Constructs | Mean | Std. Dev. | 1. | 2. | 3. | 4 |
---|---|---|---|---|---|---|
1. Green brand affect | 5.424 | 0.9584 | (0.887) | |||
2. Green brand associations | 5.155 | 1.023 | 0.686 ** | (0.865) | ||
3. Green brand attitude | 5.321 | 1.007 | 0.791 ** | 0.764 ** | (0.898) | |
4. Green purchase intentions | 5.321 | 1.074 | 0.645 ** | 0.674 ** | 0.708 ** | (0.920) |
Constructs | Number of Items | Number of Factors | Accumulation Percentage of Explained Variance |
---|---|---|---|
Green brand affect | 3 | 1 | 85.753% |
Green brand associations | 3 | 1 | 83.187% |
Green brand attitude | 3 | 1 | 87.133% |
Green purchase intentions | 3 | 1 | 89.715% |
Constructs | Items | λ | Cronbach’s α | AVE | The Square Root of AVE |
---|---|---|---|---|---|
1. Green brand affect | GA1 GA2 GA3 | 0.884 0.895 *** 0.882 *** | 0.917 | 0.787 | 0.887 |
2. Green brand associations | GB1 GB2 GB3 | 0.890 0.838 *** 0.866 *** | 0.899 | 0.748 | 0.865 |
3. Green brand attitude | GBA1 GBA2 GBA3 | 0.905 0.876 *** 0.913 *** | 0.926 | 0.807 | 0.898 |
4. Green purchase intentions | GI1 GI2 GI3 | 0.929 0.912 *** 0.918 *** | 0.943 | 0.846 | 0.920 |
Hypothesis | Proposed Effect | Path Coefficient | Results |
---|---|---|---|
H1. green brand affect positively influences green brand associations. | + | 0.755 *** | H1 is supported |
H2. green brand affect positively influences green brand attitude. | + | 0.515 *** | H2 is supported |
H3. green brand affect positively influences green purchase intentions. | + | 0.119 | H3 is not supported |
H4. green brand associations positively influence green brand attitude. | + | 0.454 *** | H4 is supported |
H5. green brand associations positively influence green purchase intentions. | + | 0.291 *** | H5 is supported |
H6. green brand attitude positively influences green purchase intentions. | + | 0.414 *** | H6 is supported |
Point Estimation | Product of Coefficients | Bootstrapping | |||||
---|---|---|---|---|---|---|---|
Bias-Corrected 95% CI | Percentile 95% CI | ||||||
S.E. | Z | Lower | Upper | Lower | Upper | ||
Indirect Effects | |||||||
(1) GA→GB→GI | 0.256 * | 0.099 | 2.586 | 0.069 | 0.457 | 0.062 | 0.450 |
(2) GA→ GBA→GI | 0.248 ** | 0.080 | 3.1 | 0.110 | 0.436 | 0.098 | 0.412 |
(3) GA→ GB→GBA→GI | 0.165 * | 0.075 | 2.2 | 0.056 | 0.360 | 0.047 | 0.336 |
Direct Effects | |||||||
(4) GA→GI | 0.138 | 0.121 | 1.140 | −0.090 | 0.383 | −0.083 | 0.392 |
Total Effects | |||||||
Total (1 + 2 + 3 + 4) | 0.669 *** | 0.068 | 9.838 | 0.674 | 0.941 | 0.671 | 0.939 |
Contrasts | |||||||
(1)—(2) | 0.008 | 0.157 | 0.051 | −0.303 | 0.312 | −0.299 | 0.318 |
(2)—(3) | 0.083 | 0.073 | 1.137 | −0.041 | 0.257 | −0.073 | 0.225 |
(3)—(1) | −0.083 | 0.073 | 1.137 | −0.257 | 0.041 | −0.225 | 0.073 |
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Share and Cite
Chen, Y.-S.; Chang, T.-W.; Li, H.-X.; Chen, Y.-R. The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. Int. J. Environ. Res. Public Health 2020, 17, 4089. https://doi.org/10.3390/ijerph17114089
Chen Y-S, Chang T-W, Li H-X, Chen Y-R. The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude. International Journal of Environmental Research and Public Health. 2020; 17(11):4089. https://doi.org/10.3390/ijerph17114089
Chicago/Turabian StyleChen, Yu-Shan, Tai-Wei Chang, Hung-Xin Li, and 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" International Journal of Environmental Research and Public Health 17, no. 11: 4089. https://doi.org/10.3390/ijerph17114089