Corona virus disease and green brand purchase intentions: Case of health supplements in-store purchase in Zimbabwe supermarkets

Q3 Decision Sciences

Journal of Management Information and Decision Science Pub Date : 2023-03-31 DOI:10.26524/jms.13.4

Sinothando Tshuma, Mercy Dube, Reason Masengu, Chenjerai Muchenje

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引用次数: 0

Abstract

The study sought to determine the new consumer purchase intentions on green branded health supplements products that emerged due the Coronavirus Disease (COVID-19 pandemic). The research aimed at assessing the impact of COVID-19 pandemic on consumer green brand purchase intentions, effect of green perceived medicinal brand quality on consumer purchase intentions and the extent to which green brand positioning influence consumer purchase intentions on green health supplementsproducts.The quantitative research used a questionnaire to collect data from two hundred (200)participants. The data was analysed using SPPS version 16 statistical software.The research concluded that COVID-19 altered consumer buying intentions and there was a positive effect of green brand medicinal perceived quality on consumer purchase intentions. Furthermore, it was established that green brand positioning influenced consumer purchase intentions on green health supplements products.The study recommended that for organisations to enjoy competitive advantage they should maintain the quality of their green products through adopting new technologies.

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冠状病毒病与绿色品牌购买意向:津巴布韦超市保健品店内购买案例

该研究旨在确定因新冠肺炎(COVID-19)大流行而出现的绿色品牌保健品的新消费者购买意向。本研究旨在评估新冠肺炎疫情对消费者绿色品牌购买意愿的影响，绿色感知药品品牌质量对消费者购买意愿的影响，以及绿色品牌定位对消费者购买绿色保健品意愿的影响程度。定量研究使用问卷调查收集了200名参与者的数据。采用SPPS 16版统计软件对数据进行分析。研究发现，新冠肺炎改变了消费者的购买意愿，绿色品牌药品感知质量对消费者的购买意愿有正向影响。此外，绿色品牌定位影响消费者对绿色保健品的购买意愿。研究建议机构若要享有竞争优势，应透过采用新科技来维持其绿色产品的质素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Management Information and Decision Science Decision Sciences-Information Systems and Management

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期刊介绍： Journal of Management Information and Decision Sciences (JMIDS) is a reputed open access journal affiliated to Allied Business Academies. The journal focuses on disseminating the latest research in the field of management information system and its role in decision making, as well their relationships to cognate disciplines including Economics, Finance, Management, Management Science, Marketing, Statistics, Operations Research and Engineering. The journal adheres to stringent double blind peer review policy to maintain the publication quality.