DOI 10.14707/ajbr.220134

Effects of Environmental Sustainability Awareness and Altruism on Green Purchase Intention and Brand Evangelism

Bethel Grace M. Guiao1 and Jean Paolo G. Lacap1*
1 Graduate School of Business, Holy Angel University, Philippines
*Corresponding author:


Environmental destruction and the evident consumption of unsustainable goods and services are considered alarming concerns around the world. Grounded in the cognition-affect-behavior (CAB) model, this study investigates the effects of environmental sustainability awareness and altruism on green purchase intention and brand evangelism. The respondents were purposively identified as Filipino consumers of green products (n = 315). Predictive-causal research and path modelling via partial least squares (PLS) were utilized to gauge the hypotheses of the research. The results reveal that environmental sustainability awareness has a significant and positive influence on green purchase intention and altruism. In addition, altruism was found to have a positive influence on green purchase intention. Likewise, green purchase intention and green brand evangelism were significant and positively related. Finally, altruism was found to mediate the relationship between environmental sustainability awareness and green purchase intention. The utilization of the CAB model in the context of green consumer behavior, where environmental sustainability awareness (cognition) affects altruism (affect) and green purchase intention (behavior), which in turn results in green brand evangelism (behavior), is a manifestation of its relevance in various fields of marketing.

Keywords: Altruism, Environmental sustainability awareness, Green purchase intention, Green brand evangelism.

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