The Impact of Brand Positioning and Brand Knowledge on Impulsive Purchasing Intention with Mediating Role of Green Brand Attitude: Special Reference to Green Branded Products in Sri Lanka

Abstract

The market for green products in Sri Lanka is small but rising. However, many green product producers adhere to the ideas of their Sustainable Living Plan (SLP) in order to manufacture green products that reduce emissions and stabilize natural ecosystems. Therefore, in order to provide their products a competitive edge in the eyes of consumers, green producers use green brand positioning tactics. The study's primary objective was to determine how brand positioning techniques and brand knowledge about green products influence the brand attitude and impulsive purchasing intention of consumers. This research study deployed a quantitative method of conducting interviews by developing a structured questionnaire. Multistage convenience sampling technique was deployed due to unavailability of an official data source on green product consumers. Moreover, data were collected from the green market places in Colombo, Kandy and Matara districts where the green products are available especially in supermarkets (Keells, Cargills) and green shops (Good Market). Accordingly, 300 responses were analyzed using SPSS software. Multiple regression analysis, correlation analysis and Hayes process Macro method were used to test the hypotheses. The findings showed that green brand positioning, brand knowledge, and brand attitude have a favourable influence on consumers' impulsive inclinations to buy green products. The findings also suggest that having a proper understanding of green brands will influence consumer sentiments towards green brands. The study states that green product marketers might further enhance green brand positioning by emphasizing the importance of a green product attribute to draw in large numbers of customers and to persuade them to make impulsive green purchases.