Measuring the effect of brand personality and environmental awareness on the purchase intentions of green products (applied on Volkswagen electric cars

Abstract

Purpose - Sustainability has become a great concern that matters for both the consumers and brands. The brands have to pay attention to their environmental actions as it affects the environment and it affects the customer purchasing decision. The customers’ environmental awareness also plays a major role in choosing a green brand instead of its other competitors. Therefore, this paper aims to investigate how the brand personality and the environmental awareness has a great impact on the customers’ intentions to purchase green products applied on Volkswagen electric cars. Design/ Methodology/Approach - This research used the conclusive descriptive design where the researchers used primary and secondary sources to collect data. The research depends on the non-probability convenience sampling technique. 165 valid responses were collected with the questionnaire distributed online. Findings - The environmental awareness of the customers as well as the main five dimensions of the brand personality such as sincerity, sophistication, competence, excitement, and ruggedness have positive moderate relationship with the purchase intentions. Those variables can positively and effectively affect the customer’s decision to purchase from a certain brand. Originality/ value - this paper provides a framework for the analysis of brand personality and environmental awareness of Volkswagen electric cars. In addition to implications for future research agenda