Impact of Green Brand Equity Dimensions on Green Purchase Intention of the Customers at the Supermarket Sector with Special Reference to Colombo District

Abstract

The aim of the study is to examine the impact of green brand equity dimensions on the green purchase intention of the customers in the supermarket sector of Sri Lanka. The Supermarket sector of Sri Lanka is expanded attracting a huge customer base compared to the traditional stores. Green initiations are focused on the modern retailing sector of Sri Lanka. Brand Equity is a key area in Brand Management and in academic research. Green brand equity is creating equity with respect to green instantiates. Brand equity dimensions are explored and brand awareness, brand association, perceived quality, and brand loyalty are identified commonly. This study is focused on the impact of green brand awareness and association, Green perceived quality and Green brand loyalty on the green purchase intention of the customers in the supermarket sector with special reference to the Colombo district. Brand equity is the knowledge existing among educated and knowledgeable people. Knowledge and literacy rates are determined based on demographic factors of age, income, and educational level. Variables of Green brand equity of green brand awareness and association as an integrative variable, green perceived quality, and green brand loyalty are identified as independent variables and green purchase intention as the dependent variable. Customers with high awareness and association consider the rationale of sustainable branding rather than paying and indicated an insignificant positive relationship. Green perceived quality and green brand loyalty indicated a significant positive impact on green purchase intention. The findings of the study provide useful insights for managers in taking decisions on green branding.