Journal of Management and Science
Vol. 13 No. 1 (2023): Vol 13, Iss 1, Year 2023
Articles

Corona virus disease and green brand purchase intentions: Case of health supplements in-store purchase in Zimbabwe supermarkets

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  • Sinothando Tshuma ,
  • Mercy Dube ,
  • Reason Masengu,
  • Chenjerai Muchenje
Sinothando Tshuma
Department of Information Management, Zimbabwe Open University, Harare, Zimbabwe.
Mercy Dube
Department of Information Management, Midlands State University, Gweru, Zimbabwe.
Reason Masengu
Department of Information Management, Middle East College, Muscat, Oman.
Chenjerai Muchenje
Department of Information Management, Munster Technological University, Tralee, Ireland.
DOI: https://doi.org/10.26524/jms.13.4
Published March 31, 2023
Keywords
  • Corona Virus disease, Green brands, Health supplement, Consumer purchase intentions.
How to Cite
Sinothando Tshuma, Mercy Dube, Reason Masengu, & Chenjerai Muchenje. (2023). Corona virus disease and green brand purchase intentions: Case of health supplements in-store purchase in Zimbabwe supermarkets. Journal of Management and Science, 13(1), 38-45. https://doi.org/10.26524/jms.13.4

Abstract

The study sought to determine the new consumer purchase intentions on green branded health supplements products that emerged due the Coronavirus Disease (COVID-19 pandemic). The research aimed at assessing the impact of COVID-19 pandemic on consumer green brand purchase intentions, effect of green perceived medicinal brand quality on consumer purchase intentions and the extent to which green brand positioning influence consumer purchase intentions on green health supplementsproducts.The quantitative research used a questionnaire to collect data from two hundred (200)participants. The data was analysed using SPPS version 16 statistical software.The research concluded that COVID-19 altered consumer buying intentions and there was a positive effect of green brand medicinal perceived quality on consumer purchase intentions. Furthermore, it was established that green brand positioning influenced consumer purchase intentions on green health supplements products.The study recommended that for organisations to enjoy competitive advantage they should maintain the quality of their green products through adopting new technologies.

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