Environmental problems have been increasing, therefore the investigation of consumers’ purchase green products has become more important than ever. The issue of environmental protection has become prevalent in recent years, resulting in the growth of the green products markets. Based on the theoretical development of brand image, brand awareness, country of origin image, perceived quality, this study summarizes the findings as follows:
First, this study verifies the brand image of green products does not significantly influence consumers’ quality perceptions. This result differs from previous studies such as Chiang & Jang (2006) and Cretu & Brodie (2007), who suggested brand image significantly affects quality perceived by consumers and brand image can positively determine favorable consumer perceived quality. Maybe it is because of these particular green products that the findings differ. Regardless of consumers perceived quality, they would regard green products as high in brand image owing to environmental value. Green products are developed to achieve environmental sustainability; likewise, natural skin care products are designed to protect and benefit the environment, human health, and sustainable development with natural ingredients. Consumers can feel safe and healthy because they trust its quality and have confidence in its usage, resulting in high brand image. However, the high brand image of green products will not lead to high product quality. There are a variety of natural skin care products on the cosmetic market that consumers regard as
“green” brands with a good image, but the qualities of natural skin care products differ.
Perhaps the effects of natural skin care products cannot achieve the desired results, making the products qualities be doubted. Although those brands known for manufacturing green products have a high brand image, the products qualities being
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good or bad will contribute to high or low product quality perceptions.
Second, this study verifies the brand image of a green product will positively contribute to increased purchase intention. This finding is similar to previous studies (e.g., Ho et al., 2009; Lin & Lin, 2007), suggesting consumers use brand image as an extrinsic cue to further influence their purchase intention. Thus, it can be noted the relations between the brand image of green products and purchase intention are positive. Comparing green products with a low brand image, those with higher brand image can enhance purchase intention and induce consumers to buy. Thus, the importance of brand image cannot be neglected because brand image influences consumers’ purchase intention toward green products.
Third, statistical results suggest if the brand awareness of green products is strong, consumers will perceive better product quality. This result is the same as the findings of previous studies (e.g., Chi, Yeh, & Yang, 2009; Macdonald & Sharp, 2003) where a product with a high level of brand awareness has higher quality evaluation and brand awareness assists consumers in identifying a product’s quality. In short, brand awareness of green products is positively and significantly related to perceived quality. This result is applicable to green products. When facing natural skin care products, consumers have better perceived quality toward a high brand awareness product because they perceive that the green products’ brand awareness can affect product quality. Thus, brand awareness of green products is a determinant factor for consumers to evaluate product quality. That is, establishing strong brand awareness is essential for green products to make consumers reach a higher evaluation of quality.
Fourth, this study provides support that if the brand awareness of a green product is high, consumers will have more intention to purchase. Similar findings are presented in previous studies (e.g., Chi, Yeh, & Yang, 2009; Macdonald & Sharp, 2000) where brand awareness is positively associated with purchase intention. The results can be
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shared with green products. For consumers, brand awareness is a critical choice tactic when purchasing green products. Thus, to get green products selected more, increasing brand awareness is indispensable because consumers tend to purchase famous and well-known products.
Fifth, this study finds country of origin image does not have a moderating effect on the green product’s brand image, brand awareness and perceived quality. The results are similar to the study of Srinivasan et al. (2004) where country of origin image had a small effect on product quality evaluations compared with intrinsic quality. Today, cosmetic consumers place more importance on product efficacy or past experience, rather than country of origin image, to judge products quality when they are familiar with the brand. The brands of natural skin care products this study chose were ORIGINS, L'OCCITANE, and DHC, which are the top natural and organic brands in the world focusing on researching and developing natural skin care products and certificated by the high quality organic certification authority, ECOCERT.
Therefore, consumers will not make the extra effort to check these brands’ original country to influence their product quality perception. Those cosmetic consumers have experience buying or are familiar with the brands, so the country of origin cue becomes less attractive.
Sixth, this study confirms if consumers view a green product as high quality, they may increase their purchase intention. This result is also supported by previous studies (e.g., Ranjbarian et al., 2012; Yee & San, 2011)where perceived quality has positively affected consumer purchase intention, especially when consumers face products they are unfamiliar with. Consumers will increase their purchase behavior when they decide the perceived quality of green products is high. Thus, making consumers judge and evaluate the green products of good quality is important because they may feel satisfied, resulting in a higher purchase intention.
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Seventh, perceived quality does not have a mediating effect between the brand image of green products and purchase intention. A green product’s brand image does not affect perceived quality but does directly affect consumers’ purchase intention.
Consequently, perceived quality would not have a mediating effect between the brand image of green products and purchase intention. That is, the brand image of green products does not influence consumers’ quality perception of natural skin care products, instead consumers would increase their green products purchase intention owing to higher brand image.
Last, this study argues the perceived quality of green products has a mediating effect between brand awareness and purchase intention. This result is echoes the findings of Chi, Yeh, and Yang (2009), who argued higher brand awareness of green products leads to higher quality evaluation and purchase intention. In sum, strong brand awareness of green products can not only directly affect purchase intention but also lead to higher purchase intention through perceived quality. Consumers would have actual purchase behaviors due to higher brand awareness of green products, and also, consumers would perceive the green products as being good quality, so they can increase their intention to purchase the green products with strong brand awareness. If consumers often hear about or know a green product well, they find it easy to make purchase decisions, but meanwhile, they would have high quality perceptions of that product to make up their minds to purchase.
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