Investigating the Impact of Green Brand Knowledge & Perceived Green Brand Credibility on Green Brand Purchase Intention: The Mediating Role of Expected Eudaimonic Well-Being.

Abstract

In addition to concentrating on making a profit, industries are quickly investigating and investigating new methods, generating novel ideas, and formulating new schemes for remaining competitive in the marketplace in order to achieve sustainable growth. Eudaimonism is a philosophical approach that develops the idea of well-being, this study examines the impact of green brand knowledge (GBK) & perceived green brand credibility (PGBC) on green brand purchasing intention (GBPI). Furthermore, this study examines the influence of two intermediary factors (expected self-acceptance and expected social contribution) on this phenomenon. Using PLS-SEM and a sample of 380 Delhi metropolitan respondents, the suggested model is examined. Online survey was conducted and responses were obtained. The results shows that GBK and PGBC directly influence GBPI and indirectly influence GBPI through expected eudaimonic well-being. This paper offers valuable insights for marketers and managers seeking to improve company efficiency via effective advertising tactics and brand management practices.