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Authors: Yong Ming Wang, et al.

SAGE Open, Volume 12, Issue 2, April-June 2022.
Current research evaluates the mediating role of attitude toward the green brand and the moderating effect of green trust for the relationship of green brand positioning and green customer value with green purchase intention. Data was collected from the 464 University students with the help of snowball sampling technique. Results describe that green brand positioning and green customer value has noteworthy impact on green purchase intention. Results also illustrate that green brand positioning and green customer value has significant impact on attitude toward green brand. Moreover, attitude toward green brand act as partial mediator for the relationship of green brand positioning and green customer value with green purchase intention. Furthermore, green trust act as moderator for the relationship of green brand positioning and green customer value with green purchase intention. This is cross-sectional research as data is collected at single time point and this kind of research decrease the confidence about cause and effect assumptions. This research only focuses the employees at individual level. Some other potential predictors are not included in this research due to time and cost constraint. It is better to do longitudinal researches on these variables for generalization purpose. In future researches results may be compare at group as well as at network level.

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