Green Brand Equity Research Articles

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Uncovering green brand equity and word-of-mouth intentions in Vietnam

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.

Effect of green integrated marketing communication on green purchase intention in indian banking sector

ABSTRACT Despite its size and numerous technical advancements toward eco-friendliness, the Indian banking industry has not effectively communicated its green initiatives to its customers, which has led to a lower level of awareness and misconceptions about green banking. Communication gap, lack of Green Brand Image, reduced Green Brand Equity, lack of Awareness, are amongst several reasons why the outcome of green outreach by banks is not as expected. The originality of this study is to bring out antecedents of a new construct viz Green integrated Marketing Communication (GIMC) and to study the effect of GIMC on Green Brand Awareness (GBA), Green Brand Image (GBI), Green Brand Equity (GBE) and Green Purchase Intention (GPI). Data collected through 432 samples was analyzed by Statistical Package for the Social Sciences and AMOS. Findings revealed positive relationship between the constructs: GIMC, GBE, GBI, GBA and GPI. It was found that, Green Brand Awareness and Green Brand Image plays the role of a partial mediator, in the existing relationship between Green integrated Marketing Communication and Green Brand Equity. Moderating effect of education level of consumers was also found to have positive relation between Green Brand Equity and Green Purchase Intention.

Dampak Greenwashing, Environmental Concern, Green Confusion, terhadap Green Brand Equity dalam praktek Green Marketing pada Industri Elektronik: Dimodereting Brand Credibility

The purpose of this study was to analyze the effect of excessive product packaging on greenwashing, environmental, green confusion. Greenwashing, environmental concern, green confusion on green brand equity. Greenwashing, environmental concern, green confusion mediated the effect of excessive product packaging on green brand equity. And brand credibility moderates the effect of greenwashing, environmental concern, green confusion on green brand equity. The sample used amounted to 357 which was obtained through a questionnaire on google form which was distributed online, sampling using purposive sampling with the criteria that respondents had purchased ACER, ASUS, LENOVO, and HP laptop brands in the last 2 years. The data analysis used is the Structural Equation Model (SEM) with the help of AMOS software. The results found that excessive product packaging has a positive effect on greenwashing, and environmental concern. And has a negative effect on green confusion. Greenwashing and green confusion have a positive effect, then environmental concern has a negative effect on green brand equity. Brand credibility as moderating strengthens the positive impact of greenwashing, and green confusion, then weakens the negative impact on green brand equity. Finally, greenwashing and green confusion as mediating variables weaken the negative impact of excessive product packaging, and environmental concern strengthens the impact of excessive product packaging on green brand equity.

A Review of the Factors Influencing Greenwashing and Green Brand Equity: A Research Agenda

A Review of the Factors Influencing Greenwashing and Green Brand Equity: A Research Agenda

Green Products: Green trust on Green Equity

The aim of this research is to prove the determining factors that can strengthen the value of Sensatia Botanicals brand green products. he criteria used were respondents who had used beauty products who were at least 20 years old and lived in the city of Denpasar and a sample of 100 respondents who were measured based on the number of indicators used. Distribution of questionnaires and interviews will be used as data collection methods. The questionnaire is measured using a Likert scale which will be tested using the validity test and reliability test of the instrument so that the questionnaire is suitable for use. The analysis technique that will be used in this research is a simple linear regression analysis technique. The results of this research prove that green trust has a positive and significant influence on green brand equity. In the future, this research can be used as a reference for companies in implementing policies related to strategies to increase the brand value of green products in a positive direction.

Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception

PurposeThis study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.Design/methodology/approachThe study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.FindingsThe findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.Originality/valueThis study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

Impact of green packaging design on green purchase intention

We explored the relationship between green packaging design and green purchase intention from the perspective of consumers by conducting a bootstrapped mediation effects analysis and a multiple mediation analysis with 513 users of a brand in China that has green packaging. The results revealed that green packaging design had a strong positive impact on green purchase intention, and this relationship was mediated by perceived environmental friendliness, green brand equity, green brand attitudes, and green brand relationships. In addition, green packaging design influenced green purchase intention through the paths from environmental friendliness to green brand equity, and from green brand attitudes to green brand relationships. The findings of this study offer guidelines for green marketing efforts. By adopting green packaging designs and promoting environmental friendliness, companies can enhance their green brand equity, which can, in turn, positively influence consumers' green purchase intention.

Exploring green brand equity for millennials: an SEM-ANN analysis of green brand knowledge, environmental attitude, and green brand image

Exploring green brand equity for millennials: an SEM-ANN analysis of green brand knowledge, environmental attitude, and green brand image

Effects of brand knowledge on green trust and green brand equity: multigroup comparisons based on perceived brand greenness and age

PurposeThe purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image).Design/methodology/approachThree multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons.FindingsConsumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55.OriginalityThis study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.

THE EFFECT OF GREENWASHING ON BRAND EQUITY AND GREEN PURCHASE INTENTION AT GARNIER IN JAKARTA

Climate change and global warming are causing various natural disasters. One of the causes is packaging waste from consumer-packaged goods products (in the form of food, drinks, and dairy products such as soap, cosmetics, etc.) which are difficult to decompose. Public awareness is needed to preserve the environment, one of which is by using environmentally friendly products such as Garnier through the "green beauty" movement. The purpose of this research is to examine how greenwashing affects brand equity, including brand trust and brand association with Garnier products, and to examine the effect of brand equity on green purchase intention. The quantitative and descriptive method was used by distributing questionnaires via Google form to 128 respondents in Jakarta using the Structural Equation Model (SEM) analysis tool to test the hypothesis. The results showed that the five hypotheses proved significant and acceptable, namely, green brand equity has a positive effect on green purchase intention, brand credibility, and brand associations are also proven to have a positive effect on green brand equity, while greenwashing has a negative effect on brand credibility and brand associations, especially in consumer-packaged goods. Thus, Garnier is expected not to do greenwashing so that it can maintain consumer trust in Garnier products and continue to improve campaign programs that invite people to care about the environment, one of which is by buying environmentally friendly packaging products such as Garnier.

The Impact of Greenwashing on Brand Reputation, Brand Credibility, and Green Brand Equity: Evidence from the Household Appliances Market

As customer consciousness of environmental topics increases, green marketing is quickly emerging as a crucial strategy for companies to achieve a competitive advantage. In addition, the rapid expansion of green practices has created concerns among consumers about companies that covertly capitalize on green trends and initiate a discussion about their potential effects on environmental quality. As a result, companies have skillfully used “green” phrases and labeling on any occasion to trick buyers into thinking they are purchasing more environmentally friendly products than they are. Therefore, the question arises: does the practice of greenwashing affect brand reputation, brand credibility, and green brand equity? We assess the proposed model using partial least squares structural equation modeling (Smart PLS software, version 4). Data were collected from 336 customers of green household appliances in Egypt. The results show that greenwashing has a negative effect on green brand equity, brand reputation, and brand credibility. In addition, green brand equity has a positive impact on brand reputation. Brand reputation has a positive influence on brand credibility. Finally, green brand equity has a mediation role in the relationship between greenwashing and brand reputation. The findings have discussed many initiatives intended to lessen the damaging impacts of greenwashing. Additionally, we provide several insightful avenues for the household appliance market.

Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty

AbstractWhile previous research have established the advantages of environmental reputation (ER) in the realm of brand development, this article examines the role of ER on the value of green brands in the green food production industry, based on customer perceptions in a newly emerging market, using insights from signal theory and the Hierarchy of Effects Model (HEM). The study data was obtained from consumers who regularly make purchasing decisions for green‐labeled food in Vietnam. The study results suggest that the ER is a critical factor to develop green brand equity (GBE). This is achieved by developing the green brand image (GBI), establishing the green brand trust (GBT), and fostering the green brand loyalty (GBL). The results provide a significant contribution to promoting the development of green brand value in customers' awareness by encouraging activities and programs that enhance ER to strengthen GBI, GBT, and GBL towards green food brands. In addition to the findings, the research has limitations and suggests future research directions.

The Effect of Green Brand Image and Green Satisfaction on Green Brand Equity Mediated Green Trust Outpatient’s

The Effect of Green Brand Image and Green Satisfaction on Green Brand Equity Mediated Green Trust Outpatient’s

Green Brand Image and Green Brand Equity: Testing Mediating Role of Green Customer Satisfaction for Banks in Pakistan

Development of green image is becoming more and more important for corporate organizations around the globe. Banks provide finances to the corporations, and in this role they are in a position to enforce sustainable practices on their clients. In this regard, a green bank not only adopts environmental friendly processes, but also requires from its borrowers to conform to environmental standards. This study investigates the question as to whether building green brand image could provoke green brand equity of the banks in Pakistan and what role environmental concern of consumers and their green satisfaction play in this regard. Using respondent base of 300 people, findings indicated that green satisfaction mediates the relationship between green brand image and green brand equity. Further, green concern was found to negatively moderate the impact of green brand image on green satisfaction, which indicates that environmentally concerned individuals consider building a green image as hoax. Thus, banks should work on assuring their environmentally concerned consumer on the reliability and truthfulness of their green initiatives.

Effect of green advertising attitude on collectivist consumer behavior: an integrative approach

PurposeUnlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.Design/methodology/approachThe model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.FindingsAll health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.Practical implicationsThe significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.Originality/valueThis research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

The Impact of Green Brand Trust on Green Brand Equity and Consumer Purchase Behavior in the Indian Automobile Industry and other industries around the world : A Review of Previous Researches

This paper explores the growing interest in the concept of green branding and its impact on consumer behavior, with a focus on the Indian automobile industry. With consumers increasingly concerned about the environment, the demand for eco-friendly products and services has risen, leading to greater attention being paid to the role of green branding in shaping consumer behavior. Past research has examined the connection between green brand trust and green brand equity, as well as the influence of green branding on consumer buying behavior in the Indian automobile market. While some studies have found that green brand trust can lead to a preference for eco-friendly vehicles, others have emphasized the importance of cultural and economic factors in understanding the impact of green branding. Despite these findings, more research is needed to understand the impact of green branding on consumer behavior in India. This paper reviews prior research on the subject and provides insights into the relationship between green brand trust and equity, as well as the impact of green branding on consumer purchasing behavior in the Indian automobile industry.

Antecedents of green brand equity: Delphi method and Analytic Hierarchy Process analysis

Research on green brand equity (GBE) for sustainable development is still in its infancy, especially in developing countries, while environmental issues are becoming increasingly urgent. Among the current limited studies on GBE, applied research methods are primarily quantitative. Hence, this study aims to fill the gap by employing the Delphi method and Analytic Hierarchy Process (AHP) analysis. The Delphi method is carried out over two rounds, aiming to define a set of criteria for the antecedents of GBE, and to provide further insights through the explanation of experts. Next, the AHP method was used to rank the relative importance of the GBE antecedents. The survey sample involves experts who have been trained in electronics or telecommunications-related fields, and have purchased environmentally-friendly electronic products. The results indicate five key factors with 18 items of the GBE model. The results of ranking the priority of those factors are as follows: brand perceived quality, green perceived value, green satisfaction, green trust, and green brand image. The findings could be valuable for both researchers and practitioners during GBE development, thus forming a basis for sustainable development in the current context.

Determinants of green purchase intention in the banking sector

The worldwide climate emergency has made it imperative for financial institutions to adopt a proactive attitude towards sustainable business practices. However, little has been done to develop an integrated framework that would enhance the purchase intention for banks using green initiatives and thus facilitate the green economy. This study summarizes the literature on four constructs – green brand image, green brand equity, green brand trust and green purchase intention – into a framework, has developed five hypotheses, and validated them empirically using structural equation modelling in the Indian Banking sector, thus addressing a very important research gap. The findings reveal a positive relationship between four constructs in the framework with a partial mediating effect of green trust between green brand image and green brand equity. The findings of the study have pertinent theoretical, managerial and social relevance and will benefit researchers, policy makers and stakeholders worldwide to design green banking strategies for a resource-efficient future.

Toward Sustainable Development and Consumption: The Role of the Green Promotion Mix in Driving Green Brand Equity and Green Purchase Intention

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Research on the green promotion mix, green brand equity, and green purchase intentions has been fragmented. This study used the stimulus–organism–response framework to test the direct influence of green promotion tools on green brand equity dimensions and green purchase intention. A survey-based questionnaire was utilized to gather the data from participants who purchased milk products in Vietnam (n = 780). We analyzed the data using the partial least squares (PLS) method, a structural equation modeling (SEM) technique, with the assistance of SmartPLS computer program 3.0. The results reveal that green promotion tools have a significantly positive influence on green brand equity dimensions as well as green purchase intention. The results also reveal a relationship between green brand equity components, which is important for understanding corporate branding. The findings of this study provide valuable insights into how attitudes toward green advertising and sponsorship affect various elements of green brand equity, green purchase intention to generate and manage green brand equity, and green purchase intention.