ENVIRONMENT AND GREEN BRAND AUTHENTICITY AND ITS EFFECTS TOWARDS BRAND PURCHASE INTENTION: THE CASE OF GREEN BUILDING MATERIAL

Green brand authenticity has become the core criterion for consumers to evaluate green brand. The main purpose of this study is to investigate the influence of green brand authenticity on brand purchase intention. This study also attempts to examine the role of green transparency on green brand authenticity and the mediating effect of self-brand connection on the paths from green brand authenticity to consumers purchase intention. A survey of Chinese consumers shows that green transparency is positively associated with green brand authenticity. And results indicate that green brand authenticity directly contribute to brand purchase intention. Self-brand connection partially mediates the link between green brand authenticity and brand purchase intention. This study provides authenticity insight to understand consumer responses towards green brand and assists brand managers in the implementation of green brand strategy based on transparency and authenticity.