الدور المعدل للخطر المدرك في العلاقة بين الارتباط بالعلامة التجارية الخضراء و القرار الشرائي

Abstract EN

This study aimed to test the impact of green brand attachment (emotional and personal) on purchasing decision, and the moderating role of perceived risk.

According to the nature of this study, it depended on descriptive approach, as well as using a questionnaire to gather the primary data, whereas (300) questionnaires were distributed to a convenience nonprobability sample of students of the Master of Business Administration at the Sudan University of Science and Technology, University of El Nileen, and University of National Rabat, achieving a response rate of (86%).

Hypotheses were tested using path analysis through using SPSS program.

The study found that there is a positive relationship between brand attachment and the purchasing decision; also, the perceived green risk moderated the relationship between brand attachment and the purchasing decision.

Based on these results, the study presented theoretical and managerial implications