Green awareness and green purchase intention: The moderating role of corporate image

Customers’ awareness of environmental sustainability plays an important role in green purchase intentions. Understanding the buying behaviour of green products is particularly interesting since the corporate image builds customers trust and becomes a consideration to choose and purchase green products. This research aims to explore the influence of green awareness on the purchase intention of green products by considering the contingency effect of corporate image. The study used a survey questionnaire to collect responses from 155 respondents in Malang-East Java, Indonesia. The research was designed by using Structural Equation Modelling (SEM). Partial Least Square analysed the data. The results show that customers’ green awareness positively affects green purchase intention, while the corporate image was found to have a positive moderating role in the relationship. The research has indicated that corporate image can help develop consumers’ trust in the companies and influence the purchase intention of its product.