Antecedents of green behavioral intentions: a cross‐country study of Turkey,Finland and Pakistan |
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| Authors: | Faruk Anıl Konuk Saleem Ur Rahman Jari Salo |
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| Affiliation: | 1. Faculty of Business Administration, Department of Business Administration, Sakarya University, Sakarya, Turkey;2. Faculty of Business, Department of Marketing, University of Vaasa, Finland;3. Department of Marketing, Oulu Business School, Finland |
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| Abstract: | Quality of life of the future generations depends on the efforts of current generations to protect environment. The purchase decisions based on their green behavioral intentions not only helps the society, but also helps companies to gain a green competitive advantage. In this study, the relationships between green satisfaction, green trust, green equity and behavioral intentions are examined. Data were collected from Turkey, Finland and Pakistan with self‐administered questionnaires regarding with green white goods. The hypotheses were tested with structural equation modeling. Results of a structural model reveal positive relationships green satisfaction, green trust and green brand equity across three countries. In addition, green brand equity plays a remarkable role in behavioral intentions towards green white goods in general. Managers should consider green trust, green satisfaction, and green brand equity while implementing green marketing strategies in a global marketplace. |
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| Keywords: | Green trust green satisfaction green brand equity behavioral intentions |
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