The Impact of Green Branding on Customers’ Purchase Intention to green products Applied on IKEA

Abstract

Purpose: The purpose and main aim of the research was to measure the impact of green branding and its dimensions on customers’ purchase intention to green products applied on IKEA. Methodology: The researchers used secondary data as a primary source information collection because of valuable material from previous studies was available, and they also used primary data to measure the relationship between the independent which is the green branding and dependent variable which is customers’ purchase intention. There were completed questionnaires conducted by 294 individuals who’s familiar with IKEA’s green products and the data was analyzed by using IBM’s statistical package for social sciences (SPSS). Findings: There was a significant positive relationship between green brand awareness, green brand image, green brand trust, green perceived value and customers purchase intention.