Enhancing Green Purchase Intentions: The Effects of Product Transformation Salience and Consumer Traceability Knowledge

Drawing on the literature green innovation, recycling, digitalization, and human associative memory (HAM) theory, this study applies concept of product transformation salience (PTS) to context consumption, investigating how PTS affects consumer purchase intention. This also examines a mediating variable (perceived brand coolness) moderating (consumer traceability knowledge) that are related innovation skepticism. Three experimental studies were used test our proposed hypotheses. Our results demonstrate presenting leads higher purchasing intentions compared conveying general message without information. Furthermore, perceived coolness partially mediates relationship between intention, indicating enhances intention more strongly. Moreover, when knowledge is high, presence greater than absent. Alternatively, low, increases intentions. findings have significant implications for successfully implementing communication strategies promoting digital transformation.