Impact of green word of mouth on green brand image, and consumer`s purchase intentions

This study examines the relationships between green word of mouth, brand image, and purchase intentions in the cosmetic sector in Antalya, Turkiye. The research findings highlight the significant impact of green word of mouth on both brand image and purchase intentions. A positive relationship was observed between green word of mouth, green brand image and green purchase intention, indicating that positive recommendations regarding environmentally friendly cosmetic products contribute to the overall perception and reputation of brands. Furthermore, the study revealed a strong correlation between brand image and purchase intentions. Consumers were more inclined to purchase cosmetic products from brands with a positive environmental image, demonstrating the influence of brand reputation on consumer behavior. The mediating role of brand image was also evident, as it partially mediated the relationship between green word of mouth and purchase intentions. This suggests that a positive brand image acts as an intermediary factor, translating promising word-of-mouth into higher purchase intentions. This study acquired primary data from 274 consumers of cosmetic products through an online survey and data were analyzed in SPSS 27 and SPSS AMOS 24 for structural equation modeling SEM. Based on study findings, it is crucial for companies in the cosmetic sector to prioritize green practices. Maintaining a strong brand image through authentic sustainable initiatives can enhance customer inclination to produce their satisfaction level through positive feedback and recommending to others that drives them to higher purchase intentions. On the contrary, companies should be careful of negative practices since there is a direct and indirect relationship between green word of mouth, green brand image and green purchase intention.