Brand Authenticity and Social Identity Theory as Drivers of Purchase Intention Towards the Sustainable Development of Vietnamese Weasel Coffee with the Mediating Role of Vietnamese Law Context

Abstract

Objective: This article aims to test the effect of cues signaling authenticity on purchase intention and overall brand equity, mediated by the consumer preference for authentic fruits. It also presents Brand Authenticity and Social Identity Theory as drivers of Purchase Intention towards the sustainable development of Vietnamese Weasel coffee with the mediating role of Vietnamese law context. Method: Authors has used SPSS, AMOS and SEM method with reference on Planned Behavior concept/theory. Result: Our findings indicate that First, creating more products is better to affect intention to buy (consumers/consumer intention). Second, social identity /value affect people and consumer intention to buy. Third, three elements (Brand Authenticity, Brand Equity, Consumer Preference) affecting intention to buy fruits of consumers Conclusion: This study assists marketers in examining how Vietnamese customers perceive their authentic brands and their competitors, as well as what policymakers of these authentic fruit brands can do to increase customer purchase intention.