Consumer Behavior

Green Purchase Intention and Green Brand Loyalty: Unveiling the Impact of Sustainability Awareness, Peer Discussion, and Status Consciousness

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Abstract

Research on factors influencing sustainable consumption is invaluable. This study investigated the role of sustainability awareness (SA), peer discussion (PD), and status consciousness (SC) in forming consumers' green purchase intention (GPI). In addition, this study investigated the impact of SC and GPI on green brand loyalty (GBL). Previous studies have examined how GPI can be formed by SA (Panda et al., 2020), PD (Tsarenko et al., 2013), and SC (Han et al., 2022); as well as the impact of GPI on GBL (Panda et al., 2020). However, no study has looked into the interplay among SA, PD, and SC in investigating GPI and GBL. This study filled this research gap by examining how SA and PD, as well as PD and SC, influence each other.

Keywords: Sustainability Awareness, Peer Discussion, Status Consciousness, Green Purchase Intention, Green Brand Loyalty

How to Cite:

Mim, K., Jai, T. (. & Senthil, R., (2025) “Green Purchase Intention and Green Brand Loyalty: Unveiling the Impact of Sustainability Awareness, Peer Discussion, and Status Consciousness”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21682