THE MODERATING ROLE OF SOCIAL INFLUENCE ON BRAND IMAGE AND PURCHASE INTENTION FOR SUSTAINABLE PRODUCTS

Abstract

With the growing emphasis on sustainability, consumers increasingly prioritize eco-friendly products that align with their values. However, despite the positive perceptions of sustainable brands, the factors that drive consumers' purchase intentions remain complex. This research investigates how sustainability consumption and perceived quality influence brand image, and how brand image, in turn, affects purchase intentions for sustainable products. Additionally, it examines the moderating role of social influence in shaping the relationship between brand image and purchase intentions. The results demonstrate that sustainability consumption and perceived quality significantly contribute to forming a positive brand image and subsequently impact purchase intentions. Importantly, social influence was shown to moderate the relationship between brand image and purchase intentions significantly. This study contributes to the understanding of sustainable consumption and quality impact on consumer perceptions and purchase behavior toward sustainable brands. The findings provide valuable implications for marketers aiming to effectively position sustainable products, allowing them to engage socially conscious consumers better and strengthen their brand image. Ultimately, this study offers a deeper understanding of consumer behavior in the growing market for eco-friendly products.