Antecedents of Consumers’ Green Purchase Intention: An Integrated Approach

The chief goal of this study is to empirically test 1) the effect of perceived product quality upon green brand satisfaction, green brand trust, green brand loyalty and green purchase intention, and 2) the effect of green brand satisfaction, green brand trust and green brand loyalty upon the purchase intention of green brands users. The sample target for this research study consisted of three hundred and eighty-five respondents from four universities of Pakistan. Demographical analysis, correlation matrix and regression analysis were used to analyze and interpret the results. The results of this empirical study show that perceived product quality has positive effects on green brand satisfaction, green brand trust, green brand loyalty and green brand purchase intention. At the same time, it was revealed that green brand satisfaction, green brand trust and green brand loyalty have positive effects on consumers green brand purchase intention. By extending this research into the environmental context through an exploration of the dynamics between these four constructs– perceived product quality, green brand satisfaction, green brand trust, and green brand loyalty– this study seeks to provide an evaluation of new concepts of green marketing in the context of environmental trends and increase consumers green purchase intention from four drivers: perceived product quality, green brand satisfaction, green brand trust, and green brand loyalty.