Examining TheInfluence Of Environmental Awareness On Consumer Attitudes Towards Green Brands:A Longitudinal Study

Abstract

Environmental sustainability has become an increasingly important issue for consumers and businesses alike. This paper presents the findings of a longitudinal study examining the influence of environmental awareness on consumer attitudes towards green brands over a 5-year period. A large sample of consumers were surveyed annually about their environmental awareness, attitudes towards the environment and green brands, and purchase behaviors. Structural equation modeling found that increases in environmental awareness significantly predicted more positive attitudes towards green brands, which in turn predicted greater intentions to purchase green products. The impact of environmental awareness on purchase intentions was fully mediated by attitudes towards green brands. Furthermore, these effects persisted and strengthened over the 5-year study duration. The theoretical and practical implications of these findings are discussed, including opportunities for businesses to convert environmentally aware consumers into buyers of green brands. Methods to nurture environmental awareness and sustain its impact are also proposed.