Title: The influence of green branding on purchase intention, willingness to pay and consumers' emotional response: an experimental study

Authors: Mateus Luan Dellarmelin; Jhony Pereira Moraes; Lenoir Hoeckesfeld; Eliana Andréa Severo; Ivanete Schneider Hahn

Addresses: Department of Post-Graduation in Communication Sciences, University of Minho (UnMinho), Rua da Universidade, 4710-057 Braga, Portugal ' Department of Post-Graduation in Administration (PPGA-UFRGS), Federal University of Rio Grande do Sul (UFRGS), Washington Luiz, 855,90010-460, Porto Alegre – RS, Brazil ' University of Vale do Itajaí (UNIVALI), Rua João Coan, 400, Bairro Universitário, 88161-064 Biguaçu – SC, Brazil ' Department of Master in Business Administration (PPGA-UnP), University Potiguar (UnP), Roberto Freire, 2184, 59082-902, Natal-RN, Brazil ' Department of Business, Alto Vale do Rio do Peixe University (UNIARP), Rua Victor Baptista Adami, 800, 89500-000, Caçador-SC, Brazil

Abstract: While sustainability and branding have been widely debated topics over the past decades, there is still no evidence if green branding influence consumers purchase behaviour, specifically the purchase intent, willingness to pay and consumers' emotional response. So, this study was designed to verify the influence of green branding on consumer purchase behaviour. The research was developed by an experimental between subjects, and 197 students participated. The main results show that rates of purchase intent are higher in condition without green branding, although this difference is not significant between groups. About willingness to pay, consumers were more willing to pay for the product without the green branding ad, and this difference is significant. Also, consumers of commercial product without green branding feel more emotionally involved. So, we concluded that green branding does not influence the purchase intent, the willingness to pay and neither influences the consumer emotional response. Theoretical and practical implications are discussed.

Keywords: green branding; willingness to pay; purchase intention; emotional response.

DOI: 10.1504/LAJMSD.2018.091327

Latin American Journal of Management for Sustainable Development, 2018 Vol.4 No.1, pp.69 - 82

Received: 08 Feb 2018
Accepted: 08 Feb 2018
Published online: 24 Apr 2018 *

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