Impact of Green Brand Image on Consumer Purchase Intention -- Customer Trust as a Mediating Variable

Abstract

This paper aims to examine the impact of green brand image on consumers’ purchase intention. Green brand image is divided into five dimensions:green product image, green corporate image, green humanized image, green symbolic image, and green functional image—and customer trust is introduced as a mediating variable to explore its relationships with consumers’ purchase intention and customer trust. Drawing on the Theory of Planned Behavior, Consumer Perception Theory, and Trust Theory, this study constructs a theoretical model of “green brand image–customer trust–consumers’ purchase intention.” Taking the electronic technology industry as the research context, data were collected through questionnaire surveys and analyzed empirically. The results show that green brand image and its five dimensions all have a significant positive effect on consumers’ purchase intention, and that customer trust plays a mediating role between green brand image and consumers’ purchase intention.