Recently, concern about the environment has become a crucial public issue. Increasing governmental regulations, intensifying consumer environmentalism and growing pressure from stakeholders have made firms decide to go green (Leonidou et al., 2011; Menon and Menon, 1997). There has been a rise in eco-friendly (EF) product preferences among consumers and firms are desperate to trap this new market opportunity. In turn, green marketing is becoming more important for firms (Chen et al., 2006). An article recently published in Global Business Review entitled “Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention” analyzes the relationship among perceived brand ecofriendliness (PBE), Environmental Awareness (EA) and brand trust and the effect of brand trust on EF brand purchase intention.
The research examines the link among environmental awareness (EA), perceived brand ecofriendliness (PBE) and brand trust and the subsequent effect on eco-friendly (EF) brand purchase intention. The article adopted structural equation modeling approach to test the hypotheses. Data were collected from 223 Indian consumers. The results show that there is a positive relationship between EA and PBE. Consumer’s EA and perception that a brand is eco-friendly, lead to trust in the brand. Findings support that higher brand trust leads to increasing purchase intention towards the EF brand. The article adds to the existing literature by dealing with consumer perception about brand ecofriendliness and its subsequent effect on purchase intention. Contribution of this study to the academic and practice is discussed.
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