Does green brand positioning translate into green purchase intention?: A mediation–moderation model
研究了绿色品牌定位、绿色品牌知识、对绿色品牌的态度、溢价支付意愿和绿色购买意向之间的关系，发现绿色品牌定位和知识影响消费者态度，进而影响购买意向，且溢价支付意愿起调节作用。
Abstract The purpose of this paper is to develop a comprehensive model and investigate the relationship between identified factors of green marketing strategies and green consumer behavior, such as green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brands (ATGB), willingness to pay (WTP) a premium, and green purchase intention (GPI). A questionnaire survey was deployed to collect data from the young consumers, from 600 students studying at nine state universities of India by employing stratified random sampling method. The results of the study suggest that a firm's green marketing strategies had an impact on green consumer behavior. The study found that GBP and GBK affect consumers green brand attitudes separately. Similarly, consumers green brand attitudes influence GPI. Meanwhile, WTP premium significantly moderates relationship between attitude toward green brand and GPI. The findings of this study suggest that marketing managers should consider a firm's GBP strategy as an important component in developing promotional messages that generate positive customer responses to the firm's green initiatives. A well‐implemented GBP strategy can lead to a more favorable GBK among consumers. As a result, it would assist in the development and promotion of green brands for businesses.