Do All Brands Have the Green Signal to Go Green? A Study to Understand the Impact of Brand Personality on Purchase Intention of Green Products

Increased conversation about environment-friendly products has lead to more companies and brands trying to enter the green product category. In spite of this, green products face many barriers and consumers have misconceptions about them. This research posits that an effective branding strategy through brand personality can alleviate barriers to some extent. Even though the brand that makes the green products are an important predictor, not enough research has focused how the brand personality and image could impact the purchase intent of the brand. Findings suggest that exciting brands with higher levels of greenness than sincere brands. The mediation effect of brand affect was also studied and it was found that it had a non-significant impact on purchase intention. Findings from the study highlight the importance of brand strategy that needs to be considered in environment-friendly products.