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Role of Brand Love in Green Purchase Intention: Analytical Study from User’s Perspective

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Artificial Intelligence for Societal Issues

Part of the book series: Intelligent Systems Reference Library ((ISRL,volume 231))

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Abstract

In this research, Relationship of Brand Love in Green Purchase Intention is studied. Brand Love plays significant role between Brand Experience and Green Purchase Intention as Brand Experience paves way for Brand Love of Electric Vehicles. Even purchase intention comes because of Brand Experience and Brand Love. In this research, the investigator took 152 respondents as sample size in Bangalore City. Those 152 respondents are the users of electric two-wheeler scooters. The details of consumers were collected from different outlets selling electric vehicles. Brand Love is Mediating Variable while Brand Experience is Independent Variable and Green Purchase Intention is Dependent Variable.

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References

  1. Kanchanapibul, M., Lacka, E., Wang, X., Chan, H.K.: An empirical investigation of green purchase behaviour among the young generation. J. Clean. Prod. 66, 528–536 (2014)

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Authors and Affiliations

  1. School of Management Studies, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Chennai, India

    B. Charan & S. Vasantha

Authors
  1. B. Charan
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  2. S. Vasantha
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Correspondence to S. Vasantha .

Editor information

Editors and Affiliations

  1. Department of Computer Science and Engineering, National Institute Of Technology Silchar, Cachar, Assam, India

    Anupam Biswas

  2. National Institute of Technology Bhopal, Bhopal, Madhya Pradesh, India

    Vijay Bhaskar Semwal

  3. Department of Computer Science, PDPM, Indian Institute of Information Technology, Jabalpur, India

    Durgesh Singh

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Charan, B., Vasantha, S. (2023). Role of Brand Love in Green Purchase Intention: Analytical Study from User’s Perspective. In: Biswas, A., Semwal, V.B., Singh, D. (eds) Artificial Intelligence for Societal Issues. Intelligent Systems Reference Library, vol 231. Springer, Cham. https://doi.org/10.1007/978-3-031-12419-8_6

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