Exploring the Effects of Customer Attitude and Purchase Intention on Green Products: Implications for Corporate Environment Strategies and Public Policy

Various studies have examined the relationships among consumer attitude, purchase intention, satisfaction, and loyalty; however, their relationships from the perspective of green performance — in particular, green products — is still to be investigated. By applying the Fishbein model, the purpose of this study is to explore i) how environmental concerns affect consumer’s overall attitude; ii) how self-expressive benefits of green performance affect consumers’ overall attitude; iii) how the degree of perception of the social norms affects consumers’ overall attitude; iv) how the perceived greenwashing affects consumers’ overall attitude; v) how the degree of consumers’ overall attitude affects green purchase intention; vi) how green purchase intention affects satisfaction; and vii) how satisfaction with green products affects loyalty to the product or company. This study applied statistical analyses, such as Cronbach’s alpha, factor analysis, analysis of variance (ANOVA), and multilinear regression analysis. The results of the study found that the proposed hypotheses are all statistically significant and thus provides both theoretical contributions and managerial implications for future studies.2