Abstract
The aim of this study is to create an integral model of green brand equity. The impact of factors such perceived value, image, satisfaction, trust and loyalty are investigated on brand equity in green products. The population of study includes of green brand customers in shopping sites in Iran and web questionnaires were used for data collection and finally 267 online questionnaires were collected for analysis. The conceptual model was tested with using structural equation modelling. The results showed image had a positive and significant impact on satisfaction and trust. The perceived value had a positive effect on trust, trust and satisfaction had positive effect on loyalty, finally, loyalty had positive effect on green brand equity. The finding of this research will help the producers of green product to identify factors affecting brand equity, plan and carry out appropriate actions to strengthen green brand equity.
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