Impact of Brand Image on Green Purchase Intentions: Mediating Role of CSR Perceptions

Abstract

Nowadays, green consumerism is becoming the center of attraction for many researchers. The dominance of environment-friendly consumers is increasing. In the context of Pakistan, this research issue is not fully explored, and the hospitality industry of Pakistan remains unexplored concerning the green purchase intention to the best of the researcher’s knowledge. It is also identified that the concept of green purchase is a relatively untouched area in the service industry overall. Therefore, current research aims to investigate the association of the brand image with purchasing intentions of green consumers, in the presence of the mediating effect of CSR. This study has collected quantitative data where customers from the hospitality industry are selected. The sample size of the returned questionnaires on which the findings of the study have been based is 246. The findings of the study state that the role of brand image in green purchase intention is extensive. Further investigation of the mediating role of CSR indicates a partial mediation of CSR perception between the brand image and green purchase intentions of consumers. Hence, it can be significantly stated from the findings of the current research that the positive CSR perception is expected to play a complementary role in the overall green purchase intentions of consumers in the hospitality sector of Pakistan. The recommendations for future research state the need for further industry perspectives to be explored in terms of CSR implications.