Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention
Introduction Global consumerism is one of the main factors associated with ecological degradation, a central concern on the agenda of international leaders. Faced with this reality, environmentally conscious consumers are increasingly willing to buy products from brands that generate a positive impa...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2026
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| author | Luis Caceres Polloyqueri Kely Quispe-Ventura Israel Fernández-Mallma Miluska Villar-Guevara |
| author_browse | Israel Fernández-Mallma Kely Quispe-Ventura Luis Caceres Polloyqueri Miluska Villar-Guevara |
| author_facet | Luis Caceres Polloyqueri Kely Quispe-Ventura Israel Fernández-Mallma Miluska Villar-Guevara |
| author_sort | Luis Caceres Polloyqueri |
| collection | Producción científica |
| description | Introduction Global consumerism is one of the main factors associated with ecological degradation, a central concern on the agenda of international leaders. Faced with this reality, environmentally conscious consumers are increasingly willing to buy products from brands that generate a positive impact on the scientific community, the environment, and society, making it a better place to live. In this sense, the research focused on evaluating the influence of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention. Methods The study adopted an explanatory design, with 400 Peruvian consumers of eco-friendly brands as participants. Participants included women (61.8%) and men (38.2%), aged between 20 and 60 years ( M = 29.49 and SD = 9.10). Data collection was conducted through self-reported brand authenticity, willingness to pay more, sustainability awareness, and green purchase intention, which generated a suitable measurement model. Likewise, these variables were statistically analyzed using the PLS-SEM technique. Results As a result, the hypotheses of the proposed model were confirmed, observing the influence of brand authenticity on willingness to pay more, sustainability awareness, and green purchase intention. Discussion The value of this study is recognized as it is the first to evaluate the behavior of these topics from an integrated model. Furthermore, it reaffirms the strong link between an authentic brand and those who strive to identify ways to achieve a more responsible and sustainable lifestyle, satisfying their current needs without harming the ecosystem, and measuring the environmental impact of their purchasing decisions. |
| format | Article |
| id | openalex:W7170055561 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | openalex:W7170055561Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intentionLuis Caceres PolloyqueriKely Quispe-VenturaIsrael Fernández-MallmaMiluska Villar-Guevarabrand authenticitywillingness to pay premiumsustainability awarenessgreen purchase intentionsustainable productsgreen consumerssustainable consumptionconsumer behaviorPeruvian consumersEnvironmental Sustainability in BusinessConsumer Behavior in Brand Consumption and IdentificationSustainable Supply Chain ManagementIntroduction Global consumerism is one of the main factors associated with ecological degradation, a central concern on the agenda of international leaders. Faced with this reality, environmentally conscious consumers are increasingly willing to buy products from brands that generate a positive impact on the scientific community, the environment, and society, making it a better place to live. In this sense, the research focused on evaluating the influence of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention. Methods The study adopted an explanatory design, with 400 Peruvian consumers of eco-friendly brands as participants. Participants included women (61.8%) and men (38.2%), aged between 20 and 60 years ( M = 29.49 and SD = 9.10). Data collection was conducted through self-reported brand authenticity, willingness to pay more, sustainability awareness, and green purchase intention, which generated a suitable measurement model. Likewise, these variables were statistically analyzed using the PLS-SEM technique. Results As a result, the hypotheses of the proposed model were confirmed, observing the influence of brand authenticity on willingness to pay more, sustainability awareness, and green purchase intention. Discussion The value of this study is recognized as it is the first to evaluate the behavior of these topics from an integrated model. Furthermore, it reaffirms the strong link between an authentic brand and those who strive to identify ways to achieve a more responsible and sustainable lifestyle, satisfying their current needs without harming the ecosystem, and measuring the environmental impact of their purchasing decisions.Articlehttps://doi.org/10.3389/frsus.2026.1825922https://www.frontiersin.org/journals/sustainability/articles/10.3389/frsus.2026.1825922/pdfW7170055561enFrontiers in Sustainability2673-45242026-07-22 |
| spellingShingle | brand authenticity willingness to pay premium sustainability awareness green purchase intention sustainable products green consumers sustainable consumption consumer behavior Peruvian consumers Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Sustainable Supply Chain Management Luis Caceres Polloyqueri Kely Quispe-Ventura Israel Fernández-Mallma Miluska Villar-Guevara Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title | Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title_full | Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title_fullStr | Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title_full_unstemmed | Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title_short | Do we choose an eco-friendly product to build a sustainable future? The role of brand authenticity on willingness to pay more, sustainability consciousness, and green purchase intention |
| title_sort | do we choose an eco friendly product to build a sustainable future the role of brand authenticity on willingness to pay more sustainability consciousness and green purchase intention |
| topic | brand authenticity willingness to pay premium sustainability awareness green purchase intention sustainable products green consumers sustainable consumption consumer behavior Peruvian consumers Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Sustainable Supply Chain Management |
| topic_facet | brand authenticity willingness to pay premium sustainability awareness green purchase intention sustainable products green consumers sustainable consumption consumer behavior Peruvian consumers Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Sustainable Supply Chain Management |
| url | https://doi.org/10.3389/frsus.2026.1825922 https://www.frontiersin.org/journals/sustainability/articles/10.3389/frsus.2026.1825922/pdf |
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