The Antecedents of Consumer Trust on Environmental Friendly Products : The Evidence from Thailand (original) (raw)
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International Journal of Data and Network Science
As part of their corporate social responsibility (CSR) and sustainable products, many big players in the industry have now reduced plastic through the design, manufacturing and packaging of products and their ultimate disposal. This paper investigates the direct and indirect relationships between awareness, trust, and brand preference on purchase intention in green marketing. Based on a review of the literature, a series of hypotheses are derived and tested using regression analysis. The research employs an online survey-based method to test a theoretically grounded set of proposed hypotheses. The data were collected from 348 young adults living in Jakarta, Indonesia. The results show that green awareness does not influence purchase intention directly. On the other hand, the indirect effect of green awareness through green brand preference on purchase intention was greater compared with the indirect effect through green trust. Therefore, this study draws attention to the importance ...
EUROPEAN RESEARCH STUDIES JOURNAL, 2019
Purpose: The aim of this study is to investigate the public awareness on the consumption of green products and their desire to reduce the impact of environmental damage, to propose green image, green marketing and corporate responsibility. Desigh/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of 225 customers in Jakarta and its sorounding areas. Findings: The programs succeeded with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility which is highly beneficial and memorable to the community. Practical Implementation: The research was counducted within the available region and a limited sample form manufacturing firms. More consumers and more communities should be invited to care for the environment. They should also have the ability to prove and commit to the community in the implementation of their corporate social responsibility program in order to minimize the environmental impact of not just the corporate image of the company, but also their operation process. Originality/Value: The study enables the company to be a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.
Green Customer Behaviour: Impact of Green Brand Awareness to Green Trust
Journal of Physics: Conference Series, 2020
Today concern for the environment has become a very important topic, either for consumers, marketers or companies. The issue has an impact on consumer consumption patterns that lead to environmentally friendly products. Organic vegetables are environmentally friendly products that are needed by consumers, but it is still low in sales. Examining the phenomenon of the problem, this study aims to analyze the impact of green brand awareness on organic vegetables, on the retail consumer's green trust in the city of Bandung. The study was conducted through a survey of 100 consumers who had experience of organic vegetable products in the Bandung City Self-Service Retail. The results show that Green Brand Awareness affects Green Consumer Trust. Green Brand Awareness has a direct impact on increasing consumers' Green Trust on purchasing products. This shows that when green brand awareness is created properly, it will be able to increase the value of organic products. This research is useful for self-service retailers in considering consumer behavior in organic products from the brand side. As well as being an input for the government in dealing with the issue of environmental damage caused by non-organic materials
Integrated Model of Brand Trust for Green Marketing
International Journal of Sustainable Development and Planning, 2023
Green marketing has become a trendy topic, particularly in the industrial property sector, where it is urgently needed in Indonesia. Brand trust is crucial for winning customers, and an integrated marketing strategy is necessary to build it. This study aims to develop a brand trust model integrated with green marketing. The researchers built a Brand Trust Integrated Model, which includes five conceptual models with key variables (information credibility, customer engagement, communication tools, green purchase intentions, and eco-labeling). The model was tested using 400 questionnaires, and SEM-Amos was used for the analysis. The results show that the green marketing conceptual model on brand trust is successful in Indonesia's Industrial Property context, combining the five proposed conceptual models and yielding significant results (customer engagement and green purchase intention). These findings provide a basis for increasing brand trust in the future, promoting the comfort of the Indonesian Industrial Property environment, and informing customers about the benefits of green property, thereby increasing scientific knowledge.
A Review on Green Trust and Environmental Quality Awareness Affect Towards Environmental Attitude
2018
There are literally thousands of the global warming and pollution issues affecting the living resources, habitats and residents of an ecosystem. The question is, do the issues affects consumers’ environmental attitude? Although environmental awareness is gaining more ground among consumers, it is still not clear how this influence their cognitive thinking and consequently their action. The findings on this issue are still equivocal. There are also arguments that most consumers expect others to solve environmental issues which seems to be more of future concerns while they seek immediate gratification or short term personal satisfaction. To date, marketers are still struggling to convince consumers towards eco-products. Furthermore, green halo effect and greenwashing continues distorting buyers and caused them to be more skeptical. This chapter intends to consolidate the literature on green trust factors and environmental quality awareness and assess how these could stimulate environ...
Sustainability
This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green image, green trust, and purchase intention. An empirical survey was used to test the hypotheses. Data were collected from a total of 300 respondents from Pakistan, and structural equation modeling (SPSS-AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between practical green marketing approaches (green knowledge, attitude, environmental knowledge, and purchase intention for green products); additionally, green products with high ecological qualities create a positive intention towards consumer choice. Furthermore, green marketing approaches (green knowledge, attitude, and environmental knowledge) directly and significantly influence green image and trust. This study suggests t...
Journal of Management Sciences, 2018
This study explores the relationship between eco labels and eco conscious consumer behavior for green products. Mediation effect of consumer trust regarding green products and their concern for the sustainability of environment have also been analyzed. There are many researches regarding consumers' evaluation of green products and consumer behavior, but no substantial research has been done on the effects of understanding eco labels on eco-conscious consumer behavior. Eco labels are the essential sources of information regarding products' features and focus on providing information about less detrimental effects of green products on environment. Data of respondents have been collected through convenience sampling from the most populous city of Pakistan, i.e., Karachi. This research is an empirical study, structural equation modelling technique has been used to explore the relationship among the variables in the study. Furthermore, the mediation effects of green trust and environmental concern on consumer' behavior have also been analyzed. The findings of research highlight the positive impact of eco labels on consumers' eco conscious behavior. The results show full mediation effect of green trust on the relationship between eco labels and eco conscious consumer behavior. However, there was no mediation effect of environmental concern between eco labels and eco conscious consumer behavior. Hence, investing resources on eco labels design and providing awareness about the sustainability of environment are helpful in producing eco conscious consumer behavior.
Ahmed Ragab Sayed, 2021
Recently, eco-friendly brands (EF) have received considerable attention from companies that seek for the competitive advantage. Growing concerns from governmental and nongovernmental organizations (NGO) and the increase of consumer awareness are reasons why companies are going for environmentally friendly (green) products. despite the importance of this issue, there is a lack of research in testing the impact of green brand knowledge & green brand trust on Egyptian consumers' green purchasing intentions via attitude towards green brands. So, in order to achieve this objective, three main research questions have been examined. This research was carried out in the Egyptian food & beverage market sector from the customer perspective, the data were collected only in Cairo, Alexandria, and Aswan, as non-probability convenience sampling technique was used. the country's capital and two of its major cities and the city that attract investors in upper of Egypt and named as the capital of the youth in the African continent, in addition the population density in those cities is high, also, the number of malls and hypermarkets and the density of frequent customers is more in those cities. These questionnaires were analyzed by using (SPSS) to test and analyze the research hypotheses. Findings showed that there's a significant positive indirect impact of green brand knowledge on consumers' green
Green Marketing and Environmental Responsibility in Modern Corporations, 2000
This research aims to assess the correlations between awareness of green marketing, corporate social responsibility (CSR), product image, corporate reputation and consumer purchase intentions toward green products. A self-administered questionnaire was utilized for data collection among a set of 250 respondents located at the Federal Territory of Labuan, Malaysia, who had purchased green products over the last six months. Pearson correlation values revealed that awareness of green marketing, corporate social responsibility, product image, and corporate reputation are significantly associated with consumer purchase intentions of green products. Indeed, CSR has the strongest linkage with significant positive correlation coefficients for consumer purchase intentions of green products, followed by product image and awareness of green marketing, respectively. Furthermore, consumer purchase intentions of green products are minimally associated with corporate reputation. Directions for further work are also presented.
This paper aims to study the effect of trust in green bran, image of green brand, awareness in green brand, and green perceived value onconsumer\'s intention to use green products in Jordan context. A survey was managed by using questionnaires to gather data from (450) people in Amman city the capital of Jordan. Byusingdescriptiveandinferentialstatistics, the collected data were analyzed. Multiple regression analysis was used to examine the hypothesis. The findings revealed that there are statistically significant relationships between trust in green bran, awareness of green brand, green perceived value, and Jordan\'s consumer intention to use these products, while image of green brand was not having.