Abstract
Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Additionally, the backward and forward snowballing methods were applied. In our SLR, we included empirical studies published between 2006 and 2021 as peer-reviewed papers in English. Exclusion criteria included studies with theoretical models, studies describing brand equity not related to GBE, Ph.D. thesis, short reports, workshop papers, practice guidelines, book chapters, reviews, and conference publications. Finally, 33 articles were analyzed as part of the SLR in two fields: general information (authorship, year of publication, type of study, research country or location, sample size, and product categories), and research specifications (factors or variables, number and type of hypotheses, scale or measurement items, type of statistical analysis, and selected indicators of statistical methods). Image, trust, value, satisfaction, and loyalty appeared to be the most studied determinants of GBE. Less frequently analyzed were quality, awareness, attributes, particular promotional activities, and the fact of purchase. The results obtained are important in practical terms, showing what to consider when creating GBE in different categories of products and services.
Highlights
This section is divided into three Sub-sections: Section 3.1—general information, Section 3.2—research analysis, and Section 3.3—comparison and summary
The most frequently analyzed factors of green brand equity (GBE) include the brand image, brand trust, and values understood in various aspects
The first group includes factors traditionally attributed to brand equity, i.e., brand image, brand loyalty, and brand awareness, which derive from the two main brand equity concepts of Aaker and Keller
Summary
Green marketing became the subject of numerous scientific studies and discussions, covering the sphere of production and services and trade [3]. The focus was on building and maintaining sustainable relationships with customers and the social and natural environment. This was possible by minimizing the impact of business activities on the environment in the processes of raw material acquisition, production, sales, consumption, and disposal [4]. In this aspect, green marketing takes into account environmental protection requirements in the process of product design, production, and packaging
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