Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1079
How Environmental Awareness relates to Green Purchase Intentions can affect Brand Evangelism? Altruism and Environmental Consciousness as Mediators
Abstract
The idea behind our research model was to analyse environmental awareness impact on green purchase intention and ultimate impact on brand evangelism through indirect role of customers’ altruism and environmental consciousness. Green consumers become more conscious to environment as the awareness spreads. Thus, consumers more leaned toward environmentally friendly products. The Theory of Planned Behaviour was employed to portray a clear analytical foundation of our research model. The respondents of green customers were gathered through survey from the online social-media sources particularly e-mails, WhatsApp and Facebook. In focused group, respondents were those which were active buyers of green products and must had past green purchase experience. Our analysis concludes the environmental awareness positively influence green purchase intention moreover the altruism and environmental consciousness partially mediates the indirect relationship. Finally, the brand evangelism has most significant influence on green purchase intention. The governance and managers of developing countries should invest on evangelists to spread the green message to delicate the environmental sustainability. The future researchers can examine a combination can be modelled into the influence of environmental awareness on brand evangelism while considering green purchase intentions as mediator.
Keywords
Environmental Awareness, Green Purchase Intentions, Brand Evangelism, Altruism, Environmental Consciousness, Sustainability