Purchase intention of environmentally conscious consumers towards branded green products

Despite the growing acceptance of green products and the improvement of green consumption values, global brands have a limited understanding of how their branded green products affect the purchasing of other green products. This paper aims to investigate factors influencing the purchase of branded green products, using behavioral reasoning theory and signaling theory. This paper employed purposive sampling to gather data from 388 green consumers, and partial least squares structural equation modeling was used for data analysis. Results showed that attitude towards green products was significantly explained by green consumption values, reasons for and against purchasing green products, and green price sensitivity. Likewise, attitude towards green products has a significant influence on attitude towards branded green products. Finally, the purchase intention of branded green products is explained by the attitude towards branded green products. Theoretically, this paper extends Behavioral Reasoning Theory by integrating brand knowledge variables, such as green brand quality, brand awareness, and brand image, into the existing framework. Practically, this paper offers an evidence-based framework to design marketing campaigns to improve the consumption of branded green products. This paper makes a unique contribution to sustainable consumption literature by examining consumer behaviors through the lens of behavioral reasoning and signaling theory, while incorporating insights from brand management.