Understanding the Roles of Green Awareness and Green Brand Image in Shaping Eco-Friendly Consumer Decision-Making: A Theoretical Synthesis
Keywords:
Green Awareness, Green Brand Image, Eco-Friendly Consumer Behavior, Sustainable
Abstract
This theoretical review examines how Green Awareness and Green Brand Image jointly influence eco-friendly consumer decision-making. Drawing on recent literature, the study synthesizes cognitive and perceptual mechanisms that guide consumers in evaluating sustainable products. The review finds that Green Awareness strengthens consumers’ understanding of environmental issues, while Green Brand Image provides credibility cues that build trust and reduce uncertainty. Together, these constructs interact synergistically to motivate eco-friendly purchase decisions. However, challenges such as greenwashing, socio-economic constraints, and cultural differences may weaken this relationship. The review contributes to sustainability marketing theory by offering an integrated conceptual understanding and outlining directions for future research.
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Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305–314. https://doi.org/10.1016/j.jenvp.2010.01.003
Apriliani, D. A., & Aqmala, D. (2021). The influence of green brand image, green perceived value, green awareness and green knowledge on purchase decisions. Management Analysis Journal, 10(2), 154–164. https://doi.org/10.15294/maj.v10i2.45763
Dangelico, R. M., & Vocalelli, D. (2023). “Green Marketing”: An analysis of definitions, dimensions, and relationships with stakeholders. Business Strategy and the Environment, 32(1), 123–139. https://doi.org/10.1002/bse.3169
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Hsu, C.-L., Chang, C.-Y., & Yansritakul, C. (2021). Exploring young consumers’ green purchase intention toward green products. Journal of Retailing and Consumer Services, 61, 102565. https://doi.org/10.1016/j.jretconser.2021.102565
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behaviour: Modeling the impact of psychological factors. Journal of Retailing and Consumer Services, 50, 154–164. https://doi.org/10.1016/j.jretconser.2019.05.013
Kurnia, A., Putri, R., & Pratama, F. (2023). The effect of green brand image and green trust on green purchase intention in the cosmetic industry. International Journal of Business and Society, 24(1), 45–60. https://journal.uim.ac.id/index.php/ijbs/article/view/472
Nawaz, M. A., Ye, S., & Cheema, A. K. H. (2024). Environmental awareness and green purchase intention: The mediating role of environmental concern. Sustainable Production and Consumption, 40, 120–131. https://doi.org/10.1016/j.spc.2023.12.019
Nguyen, T. N., Lobo, A., & Greenland, S. (2022). The influence of trust and risk on green purchase behaviour in emerging markets. Asia Pacific Journal of Marketing and Logistics, 34(3), 521–540. https://doi.org/10.1108/APJML-01-2021-0050
Ofori, D., Nsiah-Sarfo, D. J., Frimpong, S. E., & Buer, S. B. (2025). Determinants of green purchase and conservation behaviour among young consumers: An emerging economy perspective. Clean: Social and Natural Sciences, 5, 100234. https://doi.org/10.1016/j.clscn.2025.100234
Patiño-Toro, O. N., Valencia-Arias, A., Palacios-Moya, L., Uribe-Bedoya, H., Valencia, J., & Gallegos, A. (2024). Green purchase intention factors: A systematic review and research agenda. Ecology Research, 3(2), 1–18. https://doi.org/10.1080/27658511.2024.2356392
Rejikumar, G., & Ravindran, D. S. (2021). The role of environmental awareness in shaping green purchase intention: A systematic review. Environment, Development and Sustainability, 23(11), 16789–16812. https://doi.org/10.1007/s10668-020-01176-4
Suhaily, L. (2024). Factors influencing green product purchase decisions among young consumers. Journal of Consumer Marketing Research, 18(1), 27–39. https://doi.org/10.1108/JCMR-05-2023-0142
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework. Journal of Marketing, 83(3), 22–49. https://doi.org/10.1177/0022242919825649
Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305–314. https://doi.org/10.1016/j.jenvp.2010.01.003
Published
2025-08-29
How to Cite
Pahrul, & Mahmuddin. (2025). Understanding the Roles of Green Awareness and Green Brand Image in Shaping Eco-Friendly Consumer Decision-Making: A Theoretical Synthesis. International Journal of Education, Vocational and Social Science , 4(03), 794-806. https://doi.org/10.63922/ijevss.v4i03.2596
Contact Person +6282139474255
Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
