Title: A study on the impact of green brand equity, emotional attachment, and green advertisements on purchase intention of fast-moving consumer goods: with special reference to millennials in Sri Lanka

Authors: W.H.S. Warnakulasooriya; K.M.M.C.B. Kulathunga; K.J.T. Perera

Addresses: Department of Management Sciences, Faculty of Management, Uva Wellassa University, Sri Lanka ' Department of Management Sciences, Faculty of Management, Uva Wellassa University, Sri Lanka ' Department of Management Sciences, Faculty of Management, Uva Wellassa University, Sri Lanka

Abstract: Most organisations embed green branding in their marketing strategy to enhance awareness about green products and position green brands. This study aims to propose a framework to study three drivers of green brand equity: brand image, green trust, and green satisfaction on purchase intention by identifying the role of emotional attachment and green advertisements as mediators. Three hundred Sri Lankan millennials were selected using convenience sampling. Survey data were analysed using partial least square-structural equation modelling using SmartPLS. The study's outcome highlights green brand equity as a significant determinant of three constructs: purchase intention, emotional attachment, and green advertisements. Furthermore, emotional attachments and green advertisements related FMCG sector also positively affected purchase intention. Moreover, emotional attachments toward green brands and green advertisements were observed to partially mediate the relationship between green brand equity and purchase intention.

Keywords: green brand equity; GBE; emotional attachment; purchase intention; brand image; green trust; green satisfaction; Sri Lanka.

DOI: 10.1504/AJMSA.2022.131528

Asian Journal of Management Science and Applications, 2022 Vol.7 No.2, pp.182 - 204

Received: 07 Jun 2022
Accepted: 31 Aug 2022
Published online: 16 Jun 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article