Abstract
Investigating green brand equity and its driving forces
Highlights
Our society has increasingly suffered from environmental problems due to economic activities (Chen, 2008)
This paper argued that the relationship between green brand equity and green brand image is partially mediated by green trust
A reliability test was conducted for each construct, followed by exploratory factor analysis (EFA) to eliminate inappropriate variables and generate meaningful groups of items
Summary
Our society has increasingly suffered from environmental problems due to economic activities (Chen, 2008). Many firms react to these problems by adopting green marketing (Chen, Lai, & Wen, 2006; Grant, 2008). The term green marketing is often associated with the promotion of environmentally friendly product attributes such as recyclable, eco-friendly, scholars argue that green marketing should be incorporated into all activities of the firms (Chen, 2010; Polonsky, 1994). Do companies need to formulate eco-friendly products without compensating traditional attributes, they need to answer the pressing challenge of producing favorable impressions of green marketing efforts (Ng, Butt, Khong, & Ong, 2014). Building a strong green brand in the mind of consumers, deserves heavy investment from organizations as well as scholars. This key objective is often reflected in green brand equity. Understanding how green brand equity is developed is essential to successful adoption of eco-friendly practices in the long run
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