Purchase intention of Amazon sustainable brands: a hybrid approach of structural equation modeling and Rasch model

This article conducts a comprehensive examination of brand-based equity closely linked to environmental sustainability in the Amazon Rainforest. The research is primarily dedicated to identifying the factors that influence consumers’ willingness to purchase products from sustainable brands within six categories: cosmetics, tourism, clothing, accessories, and food. The central aim of this study is to investigate how brand equity constructs, rooted in environmental sustainability within the Amazon Rainforest, impact consumer loyalty and purchase intention. To accomplish this objective, a mixed-methodology approach was employed, combining structural equation modeling with item response theory. This study involved 535 potential consumers, and data from eight selected brands served as the basis for the analysis. Within the framework of Purchase Intention (PI), the following variables were regarded as formative constructs: Strategic Brand Positioning (SBP), Perceived Brand Quality (PBQ), Retail Innovation (RI), and Brand Authenticity (BA). The results obtained from the structural equation models underscore the statistical significance and substantial impact of all pathways. Notably, SBP emerged as the most significant contributor to the effect on PI, as hypothesized. Brand equity and environmental sustainability were found to indirectly affect behavioral PI. Consumers exhibited a high level of latent trait (θ), with items consistently reflecting elevated values, confirming their acceptance of products, except brand differentiation. Overall, the findings highlight the effectiveness of branding strategies rooted in environmental sustainability in enhancing the brand equity of small forest companies.