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

Caceres-Polloyqueri L.; Quispe-Ventura K.; Fernández-Mallma I.; Villar-Guevara M. · Frontiers in Sustainability (2026) · DOI: 10.3389/frsus.2026.1825922

Resumen

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. Copyright

Instituciones: Universidad Peruana Unión