Exploring the Influence of Green Branding Strategies on Consumers’ Purchase Decisions

Cheng-Feng Cheng; Hui-Yu Liu; Jui-Lin Cheng

Cheng-Feng Cheng Department of Business Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan
Hui-Yu Liu Department of Business Management, National Taichung University of Science and Technology, Taichung 41434, Taiwan
Jui-Lin Cheng Department of International Business, Asia University, Taiwan

Keywords: Fuzzy set, Green Marketing, Brand Image, Perceived Risk, Purchase Intention

Abstract

The present study contributes to new insights into environmentally conscious consumer behavior by integrating both symmetrical and asymmetrical analytical frameworks. To begin, structural equation modeling (SEM) is employed to assess the direct relationships among green marketing, brand image, perceived risk, and purchase intention. In parallel, fuzzy-set qualitative comparative analysis (fsQCA) is used to uncover distinct combinations of conditions that can lead to elevated purchase intentions. Data were gathered through purposive sampling of individuals with prior experience purchasing sustainable or green-branded products. A suite of multivariate methods, including descriptive analysis, factor analysis, reliability testing, SEM, and fsQCA, was utilized to analyze the data. Findings from SEM demonstrate that green marketing exerts a significant positive effect on both perceived risk and purchase intention. Moreover, brand image and perceived risk are also found to positively influence purchase intention. The fsQCA results further identify two unique condition sets that effectively lead to high purchase intentions across varied consumer profiles.

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