{"title":"Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity","authors":"Bang Nguyen-Viet","doi":"10.1080/10454446.2022.2043212","DOIUrl":null,"url":null,"abstract":"ABSTRACT People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.","PeriodicalId":15827,"journal":{"name":"Journal of Food Products Marketing","volume":"28 1","pages":"87 - 103"},"PeriodicalIF":3.6000,"publicationDate":"2022-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"23","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Food Products Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10454446.2022.2043212","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 23
Abstract
ABSTRACT People are becoming increasingly aware of the environmental and social implications of their consumption. To make ecologically responsible purchases consumers require environmentally relevant product information. Therefore, marketers and firms are increasingly using green marketing tools to integrate detailed environmental information into their offerings, such as eco-labels and green advertising. This study aims to test the direct impact of eco-labels and green advertising on green purchase intention and examine the mediating role of green brand equity dimensions. Data were gathered from a sample of 870 consumers who purchased milk products in Vietnam. The results reveal that eco-labels and green advertising positively and significantly influence green purchase intention directly and via adaptive green brand equity dimensions as a mediating influence mechanism. The study provides essential insights for firms and marketers investigating issues related to green purchase intention and green brand equity, thereby identifying the role of eco-labels, and green advertising.
期刊介绍:
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.