From Innovation to Intention: How Green Brand Innovativeness Influences Sustainable Buying Behaviour in Urban Markets

Green brand innovativeness, Green purchase intention, Green brand associations, Green brand attitude, Sustainable consumption, Urban consumers, Green marketing

Purpose

This study investigates how green brand innovativeness (GBI) influences sustainable buying behaviour among urban consumers by examining the mediating roles of green brand associations (GBA) and green brand attitude (GBATT). The study addresses an important gap in green marketing literature by explaining the psychological mechanisms through which eco-innovation translates into green purchase intention (GPI).

Design/Methodology/Approach

A quantitative, cross-sectional research design was adopted. Data were collected through a structured questionnaire from 365 urban consumers with prior experience purchasing green products. Structural equation modelling (SEM) using AMOS was employed to test the hypothesized relationships and mediation effects.

Findings

The findings reveal that green brand innovativeness does not directly influence green purchase intention. Instead, its impact is fully mediated through green brand associations and green brand attitude. Consumers are more likely to develop purchase intentions when eco-innovation strengthens favourable brand meanings and positive environmental evaluations.

Research Limitations/Implications

The study relies on self-reported cross-sectional data collected from urban consumers, which limits causal inference and generalizability. Future studies may adopt longitudinal designs, comparative rural–urban samples, and behavioural purchase data.

Practical Implications

Managers should focus not only on developing eco-innovative products but also on communicating sustainability initiatives in ways that build strong green associations and positive brand attitudes. Green innovation must be embedded into meaningful brand narratives to influence sustainable buying behaviour.

Originality/Value

The study contributes to green branding literature by positioning green brand innovativeness as an indirect behavioural driver operating through cognitive and affective mechanisms. It extends sustainable consumption research by integrating branding perspectives into the innovation–purchase intention relationship.