The Influence of Green Products and Product Kulaitas on Purchasing Decisions by Brand Image – A Conceptual Analysis

DOI

10.2991/978-94-6239-626-5_77How to use a DOI?

Keywords

Green products; product quality; brand image; purchase decisions; sustainability; brand image

Abstract

This research was conducted in order to examine the effects of green products and product quality on purchase intention with brand image as an intervening variable. Environmental concern is growing and eco-friendly products are becoming a necessity, not only to satisfy functional requirements, but also considering the environmental load. Consumers are also giving greater value to products that fit their environmental worldview. And again you will get what you pay for: high-quality products make that also a difference!!!, they legitimise the investment in such vehicle as they generate trust and satisfaction which in turn result in repeat purchases. An overall positive brand loyalty, created by friendly and high quality products, strengthens this relationship and consequently an influencing consumer’s buying choice. The fact that green products and product quality are important for a positive brand image which generates the purchase intent was brought out through this study. The role of brand image as a mediator is also highlighted in the study, while it reveals how the latter may enhance the impact of both sustainability and quality on purchasing intentions. Understanding these connections will allow businesses to develop more efficient sustainable and product excellence-based marketing strategy which are the foundation for superior consumer brand loyalty and purchasing behaviour. The findings of this study have significant theoretical and practical implications within the context of contemporary consumer trends that businesses could benefit from.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Cofi Manuel Gusmão Fernandes
PY  - 2026
DA  - 2026/04/15
TI  - The Influence of Green Products and Product Kulaitas on Purchasing Decisions by Brand Image – A Conceptual Analysis
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 1049
EP  - 1060
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_77
DO  - 10.2991/978-94-6239-626-5_77
ID  - Fernandes2026
ER  -