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202025

The Effect of Green Brand Knowledge and Trust on Consumers’ Purchasing Intention: The Mediation Role of Attitude Towards Green Brands Egypt Case

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Last updated: 04 Jan 2025

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Abstract

Recently, eco-friendly brands (EF) have received considerable attention from companies that seek for the competitive advantage. Growing concerns from governmental and non-governmental organizations (NGO) and the increase of consumer awareness are reasons why companies are going for environmentally friendly (green) products. despite the importance of this issue, there is a lack of research in testing the impact of green brand knowledge & green brand trust on Egyptian consumers' green purchasing intentions via attitude towards green brands. So, in order to achieve this objective, three main research questions have been examined. This research was carried out in the Egyptian food & beverage market sector from the customer perspective, the data were collected only in Cairo, Alexandria, and Aswan, as non-probability convenience sampling technique was used. the country's capital and two of its major cities and the city that attract investors in upper of Egypt and named as the capital of the youth in the African continent, in addition the population density in those cities is high, also, the number of malls and hypermarkets and the density of frequent customers is more in those cities. These questionnaires were analyzed by using (SPSS) to test and analyze the research hypotheses. Findings showed that there's a significant positive indirect impact of green brand knowledge on consumers' green purchasing intention via attitude towards green brands. In addition, there's a significant positive direct impact of green brand trust on consumers' green purchasing intention.

DOI

10.21608/acj.2021.202025

Keywords

Green knowledge, Green trust, Attitude towards green brands, Green purchasing intention, alexandria, Cairo, Aswan, Egyptian food and beverage market

Authors

First Name

Ahmed Ragab

Last Name

Sayed

MiddleName

-

Affiliation

College of Management & Technology- Arab Academy for Science Technology & Maritime Transport

Email

ahmedragab1993@aast.edu

City

-

Orcid

-

First Name

Niveen Mohamed

Last Name

El Saghier

MiddleName

-

Affiliation

Associate Professor at College of Management and Technology, Arab Academy for Science, Technology and Maritime Transport

Email

niveenmohamed@yahoo.com

City

Alexandria

Orcid

-

First Name

Heba Hassan

Last Name

Sadek

MiddleName

-

Affiliation

College of Management & Technology- Arab Academy for Science Technology & Maritime Transport

Email

hebahassan@aast.edu

City

-

Orcid

-

Volume

58

Article Issue

5

Related Issue

28483

Issue Date

2021-09-01

Receive Date

2021-03-22

Publish Date

2021-09-01

Page Start

61

Page End

101

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 58_Issue 5_Pages 61-101.pdf

PDF . 885.3kB

Link

https://acjalexu.journals.ekb.eg/article_202025.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=202025

Order

2

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Effect of Green Brand Knowledge and Trust on Consumers’ Purchasing Intention: The Mediation Role of Attitude Towards Green Brands Egypt Case

Details

Type

Article

Created At

22 Jan 2023