Green marketing strategies: how do they influence consumer-based brand equity?

Abstract

This paper examines the effects of green marketing strategies on the dimensions of consumer-based brand equity (CBBE). This study addresses a gap in literature green consumers' stated pro-environmental beliefs and actual consumption behaviours of purportedly green consumers. Drawing upon relevant extant literature, the paper proposes a research model to evaluate the relationship between green marketing mix elements and the dimensions of CBBE. With data collected from consumers in Saudi Arabia, the research model is tested by a two-stage process. First stage is to assess reliability and validity of the measurement model. Second stage is to test the various hypotheses. The results of the conceptual analyses are presented. Managerial implications and limitations are discussed. This study makes a valuable contribution to literature given the growing importance of ecological and sustainability concerns and the efforts marketing firms have been making to have a better understanding of green consumers.