The Impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products: An Evidence from the University Students of UAE

Abstract

Main objective of this research was to analyze the impact of Cosmopolitanism, Global Self-identity, and Online Communities on the Customer Based Brand Equity (CBBE) of Green Products in the university students of UAE. A convenient sample of 127 university students was drawn for this empirical investigation. The Tool for data collection was developed from the past researches (Kautish and Sharma, 2019, and Patel, Trivedi, and Yagnik, 2020). The tool, then, was converted into Google form and the link circulated among the students of Dubai Intl Academic City. Gathered sets of data were entered into SPSS then exported to SMART PLS-4 for analysis. The Smart PLS picked 100 valid observations for further analysis. Analysis based on Structural Equation Modeling was performed through Smart PLS. Based on the study findings, it was concluded that Cosmopolitanism and Online Communities indicate a positive association with the Customer based Brand Equity of University students towards green products. Whereas Global Self Identity is indicating a relatively stronger positive association with the CBBE for green products among university students.