SavedAdd your journal

Journals / Journal of Business Innovation and Governance / 2026 / Cilt: 8 Sayı: 1

EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL

YEŞİL MARKA İMAJI VE YEŞİL SATIN ALMA NİYETİ OLUŞTURMADA YEŞİL KULAKTAN KULAĞA İLETİŞİMİN ROLÜ: ARACILIK MODELLİ BİR ARAŞTIRMA

Saied Khalid Sadat(ANTALYA BILIM UNIVERSITY, GRADUATE SCHOOL OF SOCIAL SCIENCES)0009-0002-7452-6171
Cem Karayalçın(ANTALYA BILIM UNIVERSITY)0000-0002-0847-8020
Pages
1–28
Publication Date
2025-06-30
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The idea for protecting the environment has resulted in a shift in demand for eco-friendly products.
📊
Key Findings & Data:The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software.
💡
Conclusion & Impact:The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Yeşil Kulaktan Kulağa İletişim · Yeşil Marka İmajı · Yeşil Satın Alma Niyeti

Abstract

The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth (WOM), green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers’ perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.

Özet

Çevreyi koruma fikri, çevre dostu ürünlere olan talebe doğru bir değişim yaratmıştır. Bu çalışma, kozmetik ürünleri bağlamında yeşil kulaktan kulağa iletişim, yeşil marka imajı ve yeşil satın alma niyeti arasındaki ilişkileri araştırmaktadır. Çalışmada çevrimiçi anket ve kolayda örnekleme yöntemi seçilmiştir. Türkiye’nin Antalya şehrinde yeşil kozmetik ürünleri kullanan 274 katılımcının verileri SPSS 27 ve AMOS 24 yazılımları kullanılarak analiz edilmiştir. Bulgular, yeşil marka imajı ile satın alma niyeti arasında güçlü bir ilişki olduğunu ve tüketicilerin olumlu bir çevresel imaja sahip markalardan satın alma olasılığının daha yüksek olduğunu ortaya koymuştur. Buna ek olarak, yeşil marka imajının, yeşil kulaktan kulağa iletişimin satın alma niyetine olan etkisinde kısmi aracılık rolünün bulunduğu gözlemlenmiş olup; bu da olumlu bir yeşil marka imajının aracı bir faktör olarak hizmet ettiğini ve yeşil ağızdan ağıza iletişimin dolaylı olarak da artan satın alma niyetine etkisi olduğunu göstermektedir. Sonuç olarak, şirketlerin yeşil uygulamalara öncelik vermesi ve sürdürülebilir girişimler yoluyla güçlü, otantik bir marka imajı oluşturması gerektiği görülmüştür. Olumlu yeşil kulaktan kulağa iletişim, tüketicilerin yeşil marka imajı algısını önemli ölçüde artırabilir ve satın alma niyetlerini de olumlu etki yapabilir. Ancak. yeşil kulaktan kulağa iletişim, yeşil marka değeri ve yeşil satın alma niyetleri arasında hem doğrudan hem de dolaylı ilişkiler bulunduğu için, şirketlerin olumsuz algı yaratabilecek yeşil uygulamalara karşı dikkatli olmaları gerekmektedir.

🔖

Cite This Article

Sadat, S. K., Karayalçın, C. (2025). EXPLORING THE ROLE OF GREEN WORD-OF-MOUTH IN SHAPING GREEN BRAND IMAGE AND GREEN PURCHASE INTENTIONS: A MEDIATED MODEL. Journal of Business Innovation and Governance, Cilt: 8 Sayı: 1, 1–28. https://doi.org/10.54472/jobig.1620641

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (35)

  1. Ader, H. J. (2008). Phases and initial steps in data analysis. Chapter, 14, 333–356.
  2. Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. https://doi.org/10.1016/j.jclepro.2020.122053
  3. Ajzen, 50 Organizational Behavior and Human Decision Processes 179 (1991). https://repository.tcu.edu/bitstreams/702462ab-1ebb-4c54-85df-d45d31e23b1d/download
  4. Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. Resources, 8(3), 137. https://doi.org/10.3390/resources8030137
  5. Bagozzi, R. P., & Heatherton, T. F. (1994). A general approach to representing multifaceted personality constructs: Application to state self‐esteem. Structural Equation Modeling: A Multidisciplinary Journal, 1(1), 35–67. https://doi.org/10.1080/10705519409539961
  6. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/10.1007/BF02723327
  7. Bell, E., Bryman, A., & Harley, B. (2022). Business research methods. Oxford university press. https://books.google.com/books?hl=en&lr=&id=hptjEAAAQBAJ&oi=fnd&pg=PP1&dq=Bryman+%26+Bell+(2015)+&ots=Ddmj4cv_-v&sig=kJN4QbYNbd-RpFnBp-YPjv1f8UA
  8. Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
  9. Chen, Z., & Klahr, D. (1999). All Other Things Being Equal: Acquisition and Transfer of the Control of Variables Strategy. Child Development, 70(5), 1098–1120. https://doi.org/10.1111/1467-8624.00081
  10. Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology press. https://www.taylorfrancis.com/books/mono/10.4324/9781315827506/first-course-factor-analysis-andrew-comrey-howard-lee
  11. Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
  12. Cronbach, L. J. (1951). Coefficient Alpha and the Internal Structure of Tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
  13. D’Souza, C., Taghian, M., Lamb, P., & Peretiatko, R. (2007). Green decisions: Demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371–376. https://doi.org/10.1111/j.1470-6431.2006.00567.x
  14. Fonseca-Santos, B., Corrêa, M. A., & Chorilli, M. (2015). Sustainability, natural and organic cosmetics: Consumer, products, efficacy, toxicological and regulatory considerations. Brazilian Journal of Pharmaceutical Sciences, 51(1), 17–26.
  15. Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
  16. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
  17. Heider, F. (1958). The psychology of interpersonal relations. Psychology Press. https://api.taylorfrancis.com/content/books/mono/download?identifierName=doi&identifierValue=10.4324/9780203781159&type=googlepdf
  18. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277–319). Emerald Group Publishing Limited. https://www.emerald.com/insight/content/doi/10.1108/S1474-7979(2009)0000020014/full/html
  19. Herrington, R. L., Mitchell, A. E., Castellani, A. M., Joseph, J. I., Snyder, D. K., & Gleaves, D. H. (2008). Assessing disharmony and disaffection in intimate relationships: Revision of the Marital Satisfaction Inventory factor scales. Psychological Assessment, 20(4), 341.
  20. Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403.
  21. Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143. https://doi.org/10.1504/IJSEM.2018.096077
  22. Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
  23. Kotler, P. (2012). Kotler on marketing. Simon and Schuster. https://books.google.com/books?hl=en&lr=&id=iHWxeT7X5YYC&oi=fnd&pg=PT7&dq=brand+equity+p+Kotler+&ots=ej7Qz-2ASQ&sig=ZO0adsAtlM7iLR0jIyPbJn1Ibe8
  24. Liao, Y.-K., Wu, W.-Y., & Pham, T.-T. (2020). Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention. Sustainability, 12(18), 7461. https://doi.org/10.3390/su12187461
  25. Luck, E. M., & Ginanti, A. (2009). mapping consumer’s attitudes for future sustainable marketing. In: ANZMAC, 30 November-2 December, 2009., Melbourne, Australia. https://www.researchgate.net/profile/Edwina-Luck/publication/38183968_Green_Marketing_Communities_and_blogs_mapping_consumer's_attitudes_for_future_sustainable_marketing/links/0c9605252abb89fa80000000/Green-Marketing-Communities-and-blogs-mapping-consumers-attitudes-for-future-sustainable-marketing.pdf
  26. Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703
  27. Nahar, Z. N., & Silintowe, Y. B. R. (2021). The Effect of Green Marketing Function on Purchase Intention Through Corporate Image. Jurnal Organisasi Dan Manajemen, 17(2), 151–163. https://doi.org/10.33830/jom.v17i2.1493.2021
  28. Pacheco, M. G. (2019). The Impact of Greenwashing Perception on Green Purchasing Intentions: The Mediating Role of Green Trust, Consumer Brand Engagement and Green Word-of-Mouth and the Moderating Role of Product Involvement [Master’s Thesis, ISCTE-Instituto Universitario de Lisboa (Portugal)]. https://search.proquest.com/openview/30df022d1d973dea4bad23bd5168f607/1?pq-origsite=gscholar&cbl=2026366&diss=y
  29. Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575.
  30. Parker, C., Scott, S., & Geddes, A. (2019). Snowball sampling. SAGE Research Methods Foundations. https://eprints.glos.ac.uk/6781
  31. Peffers, K., Tuunanen, T., & Niehaves, B. (2018). Design science research genres: Introduction to the special issue on exemplars and criteria for applicable design science research. European Journal of Information Systems, 27(2), 129–139. https://doi.org/10.1080/0960085X.2018.1458066
  32. Saunders, M. N. (2012). Choosing research participants. Qualitative Organizational Research: Core Methods and Current Challenges, 35–52.
  33. Setiawan, E. B. (2018). The role of word of mouth in increasing purchase intention of low cost green car. Advances in Transportation and Logistics Research, 1, 88–96.
  34. Vincent, U. (2015). JRC Guidelines for 1. Selecting and/or validating analytical methods for cosmetics 2. Recommending standardization steps for analytical methods for cosmetics. Luxembourg: Publications Office of the European Union. https://publications.jrc.ec.europa.eu/repository/bitstream/JRC96082/15.06.18_eur27284_jrc-report-cosmetics%20final.pdf
  35. Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. https://doi.org/10.1016/j.jclepro.2018.03.201