The influence of perceived brand social responsibility on consumers' green purchasing behaviour: the mediating role of brand attachment

This study examines the complex link between brand social responsibility (BSRP) perception and its impact on consumers' green purchasing behaviour (GPB). Grounded in social cognitive theory, this study explores that whether brand attachment (BA) acts as the mediating factor in how BSRP affects GPB. Additionally, the study explores the moderating role of incentive intention (IncI) in this dynamic relationship. Using data from 644 participants, the research draws a conclusion that BSRP positively influences GPB, emphasising the role of a brand's social responsibility in shaping sustainable consumer behaviour. BA is confirmed as a pivotal mediating factor, explaining how emotional bonds between consumers and responsible brands drive green purchases. Furthermore, the study uncovers the moderating impact of incentive intention (IncI) on the connection between BSRP and BA, highlighting influence factors affecting consumer behaviour in the context of socially responsible brands. These insights provide valuable implications for marketers and policymakers promoting sustainable consumption practices.