Green Brand Personality and Green Purchase Intentions: The Mediation Roles of Green Brand Associations and Green Brand Attitude
The paper explores the influence of green brand personality on green purchase intentions and discusses the mediation roles of green brand associations and green brand attitude. The research object of this study focuses on Taiwanese consumers who have the purchase experience of information and electronics products in Taiwan. This research employs an empirical study by means of the structural equation modeling (SEM). The results show that green brand personality is positively related to green purchase intentions. Hence, this study suggests that companies must increase their green brand personality in order to enhance their consumers’ green purchase intentions. In addition, this study finds out that green brand associations and green brand attitude mediate the positive relationship between green brand personality and green purchase intentions. The results also demonstrate that green brand personality positively relate to green brand associations and green brand attitude which would positively affect green purchase intentions. It means that green brand personality does not only positively affect green purchase intentions directly, but also positively influence it via green brand associations and green brand attitude indirectly. Hence, if companies would like to increase the positive relationship between green brand personality and green purchase intentions, they need to raise their consumers’ green brand associations and green brand attitude.
Keywords- green brand personality, green purchase intentions, green brand associations, green brand attitude, green marketing