Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity

Bang Nguyen-Viet
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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.
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生态标签、绿色广告对绿色购买意愿的影响:绿色品牌资产的中介作用
摘要人们越来越意识到消费对环境和社会的影响。为了进行对生态负责的购买,消费者需要与环境相关的产品信息。因此,营销人员和公司越来越多地使用绿色营销工具,将详细的环境信息整合到他们的产品中,如生态标签和绿色广告。本研究旨在检验生态标签和绿色广告对绿色购买意愿的直接影响,并检验绿色品牌资产维度的中介作用。数据是从870名在越南购买牛奶产品的消费者中收集的。结果表明,生态标签和绿色广告直接且显著地影响绿色购买意愿,并通过自适应的绿色品牌资产维度作为中介影响机制。该研究为企业和营销人员调查与绿色购买意愿和绿色品牌资产相关的问题提供了重要的见解,从而确定了生态标签和绿色广告的作用。
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
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.
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