Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity


  • Kongliang Zhu Graduate School, Stamford International University



Green brand identity, Green wall coating, Negative brand experience, Purchase intention


The purpose of this study was 1) to explore the impact of consumers' negative experiences with green wall coating brands on the brand identity of wall paint, 2) to analyze the effects of brand identity with green wall coating brands on purchase intentions, and 3) to test the mediating effect of green brand identity. Utilizing a quantitative research approach and simple random sampling technique, this study engaged 402 Chinese respondents aged 18 and older, all of whom had relevant purchase experiences with green wall coating products. The data collected were subjected to Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess model fit, as well as to establish the validity and reliability of the variables used in the study. The findings of this research revealed that all four dimensions of negative brand experience, which include negative functional experience (β =-0.189), negative emotional experience (β=-0.308), negative cognitive experience (β=-0.444), and negative social value experience (β=-0.134), have a negative impact on green brand identity. Additionally, the study confirmed a positive relationship between green brand identity and the intention to purchase green wall coating brands (β=0.655). Finally, the study established that green brand identity acts as a partial mediator between negative brand experiences (negative functional experience, negative emotional experience, negative cognitive experience, and social value negative experience) and the purchase intention of green wall coating brands (β3a=-0.124; β3b=-0.054; β3c=-0.126; β3d=-0.050). In light of these findings, this research provides specific and practical recommendations and improvement strategies for businesses within the green wall coating industry. These insights are aimed at enhancing their services and bolstering their competitive advantage.


Aaker, D. A. (1991). Managing Brand Equity. New York: Free Press.

Berawi, M. A., Basten, V., Latief, Y., & Crevits, I. (2020). Green building incentive model during design recognition to ensure the reliability of green building operation and maintenance achievement. The 3rd International Conference on Eco Engineering Development, 426, 1-10. Retrieved from

Bhattacharya, C. B., & Sen, S. (2003). Customer-company identification: A framework for understanding customers’ relationships with companies. Journal of marketing, 67(2), 76–88. Retrieved from

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of marketing, 73(3), 52-68. Retrieved from

Calkins, M. (2008). Materials for sustainable sites: A complete guide to the evaluation, selection, and use of sustainable construction materials. Wiley.

Casaló, L.V., Flavián, C., & Guinaliu, M. (2008). Promoting consumer's participation in virtual brand communities: a new paradigm in branding strategy. Journal of marketing communications, 14(1), 19 - 36. Retrieved from

Chen, C. F., & Tsai, D. C. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122. Retrieved from

Cochran, G. W. (1977). Sampling techniques. (3rd ed.). New York, NY: John Wiley & Sons.

Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of business research, 58(3), 268-276. Retrieved from

Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: the Warhammer case. International marketing review, 24(3), 313-329. Retrieved from

Eastman, C., Teicholz, P., Sacks, R., & Liston, K. (2011). BIM handbook: A guide to building information modeling for owners, managers, designers, engineers, and contractors. John Wiley & Sons, Hoboken.

Fan, X. C., & Li, J. Z. (2006). Analysis of customers' restaurant experiences: an empirical research. Tourism tribune, 21(3), 56-61. Retrieved from

Field, A. (2022). Americans want to buy green, but they don’t trust companies. Retrieved from

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39–50. Retrieved from

Fortune Business Insights. (2023). Green building materials market size, share & covid-19 impact analysis, by application (roofing, flooring, insulation, and others), by end-use industry (residential and non-residential), and regional forecast, 2023-2030. Retrieved from

Fu, S., Chen, X., & Zheng, H. (2021). Exploring an adverse impact of smartphone overuse on academic performance via health issues: a stimulus-organism-response perspective. Behaviour & information technology, 40(7), 663 - 675. Retrieved from

Gu, J. L., Guo, F., Peng, X. J., & Wang, B. (2023). Green and sustainable construction industry: A systematic literature review of the contractor’s green construction capability. Buildings. 13(2), 1-26. Retrieved from

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of pls-sem. European business review, 31(1), 2-24. Retrieved from

Han, S. H., Ekinci, Y., Chen, C. H. S., & Park, M. K. (2019). Antecedents and the mediating effect of customer-restaurant brand identification. Journal of hospitality marketing & management, 29(2), 202-220. Retrieved from

He, H. W., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of business ethics, 100(4), 673-688. Retrieved from 10.1007/s10551-010-0703-y

Jiaboli Chemical Group. (2022). China reports: Architectural coating industry in China. Retrieved from

Jin, L. Y. (2006). A brand equity driving model based on brand personality and brand identification. Journal of beijing technology and business university (Social science), 1(1), 38-43. Retrieved from

Kats, G., Alevantis, J., Berman, A., Mills, E. & Perlman, J. (2003). The costs and financial benefits of green buildings: A report to California’s sustainable building task force, October 2003.

Khalid, S., Mohsin, M., Naseem, S., Iftikhar, S., & Majeed, M. K. (2016). Impact of brand identification on purchase intention and moderating effect of brand trust. International journal of research in finance & marketing, 6(12), 1-12. Retrieved from

Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification. Journal of targeting, measurement and analysis for marketing, 18(3/4), 167–176. Retrieved from

Lertkitjanuwat, W. (2017). Factors positively affecting beauty products’ purchase intention at the leading online shopping mall brand a of consumers in Bangkok (Master dissertation, Bangkok University).

Li, Q. G. (2013). A study of the formation of brand experience and its impact on brand equity. Shanghai: Shanghai Jiao Tong University Press.

Lin, J., Lin, S., Turel, O., & Xu, F. (2020). The buffering effect of flow experience on the relationship between overload and social media users' discontinuance intentions. Telematics Informatics, 49, 101374. Retrieved from

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.

Ning, L. J., & Wang, W. (2006). Factors affecting the loyalty of spontaneous group-buying users in virtual communities from the perspective of customer experience. Journal of northeastern university (Social science), 18(1), 36-41. Retrieved from 10.15936/j.cnki.1008-3758.2016.01.007

O'Cass, A., & Grace, D. (2003). An exploratory perspective of service brand associations. Journal of services marketing, 17(5), 452-475. Retrieved from

Pandita, S., Mishra, H. G., & Chib, S. (2021). Psychological impact of covid-19 crises on students through the lens of Stimulus-Organism-Response (SOR) model. Children and youth services review, 120, 105783 - 105783. Retrieved from

Paul, J., Modi, A. G., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of retailing and consumer services, 29, 123-134. Retrieved from

Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879–891. Retrieved from

Ratasuk, A. (2022). Contributions of product quality, service quality, store ambiance, and promotion on customer loyalty: the mediating role of brand identity in convenience store coffee chains in Bangkok. Journal of ASEAN PLUS+Studies, 3(1), 11-28. Retrieved from

Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of global scholars of marketing science, 29(2), 196-217. Retrieved from

Río, A. B., Vázquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425. Retrieved from

Roe, B., Teisl, M. F., Levy, A., & Russell, M. (2001). US consumers’ willingness to pay for green electricity. Energy policy, 29(11), 917-925. Retrieved from

Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures. Methods of psychological research, 8(2), 23–74. Retrieved from

Sha, Z. Q., Jiang, Y. W., & Wen, F. (2010). An Empirical Study: Effects of the Experiences of the Virtual Brand Community on the Brand Identification of the Community Members. Management Review. 1(22), 79-88.

Shen, B., Wang, Y., Lo, C. K., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management, 16(2), 234-245. Retrieved from

Spiegel, R., & Meadows, D. (2010). Green building materials: A guide to product selection and specification (3rd ed.). Wiley.

Stokburger-Sauer, N. (2011). The relevance of visitors’ nation brand embeddedness and personality congruence for nation brand identification, visit intentions and advocacy. Tourism Management, 32(6), 1282–1289. Retrieved from

Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand dentification. International Journal of Research in Marketing, 29(4), 406-418. Retrieved from

Studenmund, A. H. (1992). Using Econometrics: A Practical Guide. Second Edition, Washington, D.C.: HarperCollins

Tian, Y., Wang, H. Z., & Wang, J. Y. (2010). An empirical study on the relationship between virtual brand community and brand attachment. Economic management journal, 6(11), 106-114. Retrieved from

Underwood, R., Bond, E., & Baer, R. (2001). Building Service Brands via Social Identity: Lessons from the Sports Marketplace. Journal of Marketing Theory and Practice, 9(1), 1–13. Retrieved from

Wang, C. Z. (2007). Integration of postmodern marketing in light of changing consumer culture. Foreign Economics & Management, 28(1), 46-53. Retrieved from

Wang, T. P. (2021). Research on the Impact of Negative Brand Experience on the green purchase intention. (Master dissertation, Wuhan University of Technology).

Watson, J. B. (1913). Psychology as the behaviorist views it. Psychological Review, 20(2), 158–177. Retrieved from

Wei, X. J. (2017). A study of the impact of brand authenticity on brand Evangelism: the role of brand identity and environmental protection self-accountability. (Doctoral dissertation, Huaqiao University).

Wilson, M. P. A., & Susanka, S. (2006). Green building products: The GreenSpec guide to residential building materials. (2nd ed.). British Columbia: New Society Publishers.




How to Cite

Zhu, K. (2024). Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity. Community and Social Development Journal, 25(2), 1–19.



บทความวิจัย (RESEARCH ARTICLE)