The interplay among green brand knowledge, expected eudaimonic well-being and environmental consciousness on green brand purchase intention

Building on a novel perspective of expected eudaimonic well-being, this study investigates how green brand knowledge affects green brand purchase intention. In addition, the influences of two mediating variables (expected self-acceptance and expected social contribution) and a moderating variable (environmental consciousness) on this process are examined. The proposed model is tested by using structural equation modelling with a sample of 529 Chinese respondents. The results indicate that green brand knowledge directly affects green brand purchase intention and indirectly influences green brand purchase intention via expected self-acceptance and social contribution. Moreover, environmental consciousness significantly moderates the relationship between green brand knowledge and expected social contribution. These findings offer practical insights for managers in developing effective marketing strategies to enhance consumers' green brand purchase intention.