Pathway to Green Consumerism: Decoding the Interplay of Affective and Cognitive Green Brand Factors

The study aims to measure the impact of green brand affect on green purchase intentions of sustainable electronic products. It investigates the direct and indirect factors influencing consumers' green purchase intentions by applying the theory of planned behavior. Surveys were submitted to non-probabilistic convenience sampling of Pakistani consumers (n=379). The partial least squares method, a structural equation modeling technique, was employed using Smart PLS 4.0. The findings reveal that green brand affect does not directly influence green purchase intention. However, green brand image and green brand attitude positively mediate the relationship between green brand affect and green purchase intention, while green brand trust shows no significant mediating effect. This research offers valuable insights into the impact of green brand affect on customers' purchase intentions for sustainable electronic products, marking the first study of its kind in the context of Pakistan. Future research could extend this model by incorporating perceived price as a moderating variable, particularly in middle-income countries, and adopting a longitudinal approach to explore actual purchase behavior over time.