Green Brand Equity Research Articles

The Influence of Green Brand Image on Green Brand Trust Equity Mediated by Green Trust

The effect of Green Brand Image on Green Brand Equity directly or indirectly through Green Trust on Starbucks consumers in Kota Bandung is the aim of this study. As many as 100 respondents used as the population in this study was drawn from Starbucks consumers at Jl. Dipati Ukur No.42 Kota Bandung. The sample uses a non-probability sampling technique. The method of analysis used in this research is descriptive and verificative analysis consisting of path analysis, mediation effect test (VAF), t test, and single test which are used to measure the magnitude of The Influence of Green Brand Image and Green Trust on Green Brand Equity. The results showed that Green Brand Image has a significant effect on Green Trust, Green Brand Image has a significant effect on Green Brand Equity, Green Trust has a significant effect on Green Brand Equity. Green Trust can mediate the relationship between Green Brand Image and Green Brand Equity on Starbucks consumers at Jl. Dipati Ukur No.42 Kota Bandung.

The Effect of Green Brand Image in Building Green Brand Equity through Green Brand Trust in Cosmetics and Body Care Company The Body Shop Indonesia

This study aims to determine the influence of green brand image on green brand equity which is mediated by green brand trust in cosmetics and body care company The Body Shop Indonesia. The research type is explanatory research that explains or proves the relationship or influence the variabel thorugh hypothesis test. Sampling uses a non-probability sampling method with a 170 respondents who had made trancactions or purchased in The Body Shop Indonesia. Data analysis using Structural Equation Modeling (SEM) with SmartPLS 3.0 software (Partial Least Square). The results of this study indicate that (1) green brand image variable has a positive and significant effect on green brand equity in The Body Shop Indonesia company, (2) green brand image variable has a positive and significant effect on green brand trust in The Body Shop Indonesia company, (3) green brand trust variable has a positive and significant effect on green brand equity in The Body Shop Indonesia company, (4) green brand image variable has a positive and significant effect on green brand equity in The Body Shop Indonesia company mediated by green brand trust. The conclusion of this research is that with the presence of green brand trust as a mediating variable, it will be able to build a better relationship between green brand image and green brand equity in the cosmetics and body care company The Body Shop Indonesia.
 
 
 Keywords: Green Brand Image, Green Brand Trust, Green Brand Equity

THE ANTECEDENTS GREEN BRAND EQUITY OF GREEN COSMETICS

Claim “go-green” continuously used in green marketing to emphasize the attributes of green product and with the aim of developing a green brand. The strength of a green brand reflects in its green brand equity. This study seeks to explore the relationship between green brand equity and its four proposed antecedents, namely the green brand image, green satisfaction, green trust and green brand perceived value. This research used a quantitative approach with self administered survey through an online and offline survey. Data were collected from 303 consumers of green cosmetics. The hypothesis was tested using multiple regression using SPSS 25. The results showed that green brand image, green satisfaction, green trust and green brand perceived value have a positive effect on green brand equity. Hence, investing in resources that increase these antecedents will enhance green brand equity.

1. The effects of green marketing practices on green equity and customer tolerance

Purpose- This study targets to fill an important gap in the green marketing literature by integrating two inter-related concepts, Green Brand Equity and Customer Based Brand Tolerance (CBBT). Methodology- The participants of the study were female consumers aged between 18-35, users of personal care and cosmetic products and residents of Istanbul city. The product category selected for the purpose of this study was personal care and cosmetics. The research model and the respective hypothesis proposed to identify the determinants of Green Brand Equity and its effect on CBBT were tested by utilizing the Structural Equation Modeling (SEM). Findings- The results of the study confirm that green brand satisfaction and green brand trust are the two determinants of Green Brand Equity. In turn, the results also indicate that a strong Green Brand Equity generates a positive effect on Customer Based Brand Tolerance by increasing consumers’ Performance Tolerance, Price Tolerance as well as Communication Tolerance levels towards the brand. Conclusion- Overall, the study reports a positive impact of Green Brand Equity on Customer Based Brand Tolerance (CBBT). Academic as well as managerial implications are provided based on these findings

Multidimensional green brand equity: A cross-cultural scale development and validation study

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences. The next logical questions would be the following: “How can a firm offer eco-friendly brands?” and “How can one measure green brand equity?” The purpose of this research is to propose an original, unique, and validated scale to measure multidimensional green brand equity for both products and services in a cross-cultural context. This study used a multistep scale development research design, and collected data from 980 consumers of telecommunication and home appliances industries in Pakistan and Italy. The six-dimensional green brand equity scale consists of social influence, sustainability, perceived quality, brand awareness, brand association, and brand leadership. As the green brand equity scale was invariant across Pakistan and Italy, researchers can test this scale both conceptually in the research and theoretically in the corporate environment.

LINKING THE GREEN SERVICE MARKETING MIX ELEMENTS WITH THE GREEN BRAND EQUITY DIMENSIONS

This study has explored the relationship between the green service marketing mix elements and the creation of green brand equity in green hotel services, which are moderated by environmental awareness and consideration of the consequences of consumer behavior. Data was collected through online questionnaires using the snowball sampling method. The final sample was 426 respondents who had stayed at a hotel that implemented an environmentally friendly service program in Indonesia. The results of the regression analysis have shown that the seven elements of green service marketing mix were significantly related to the four dimensions of green brand equity, but not individually. In addition, results have shown a significant increase in models that are moderated by environmental concerns. However, there was no significant increase in the model which was moderated by consideration of consequences.

Corporate greenfluencing: a case study of sponsorship activation in Formula E motorsports

PurposeThe purpose of this paper is to demonstrate how companies activate their sponsorship of Formula E (for Electric) championship races to influence consumers' opinion of them as sustainable businesses.Design/methodology/approachDrawing on an original combination of promotional outputs (YouTube spots, social media releases and sustainability reports) from Formula E race title sponsors in the 2017–2019 seasons, the paper is a qualitative analysis of how these sponsors solve the value clash between traditional motorsport imagery and environmentalism to achieve “narrative authenticity”.FindingsFindings show that sponsors do not address this clash directly. Instead, the conflict itself is reframed as a question of what sponsors do to improve the environment, not what they ndo not do. Second, the timeframe for action is redefined, which means that the future is what counts, not the situation today or given aims like the UN 2030 Sustainable Development Goals.Originality/valueSponsorship activation through Formula E as way of generating green brand equity would come across as more credible if companies improved the use of cross-platform synergies to convey narrative authenticity. To qualitative researchers on sport sponsorship, the findings strengthen the understanding of brands as “cultural narrators”.

Pay-premium for green brands: evidence from an emerging country

PurposeThis study aims to examine how green branding strategies affect pay-premium behaviour of consumers for high- vs low-involvement green products in an emerging country.Design/methodology/approachData were collected from 500 consumers by survey method, and structural equation modelling was run to analyse the hypotheses.FindingsConsequently, it was found that for involvement level consumers’ pay-premium behaviour was affected indirectly by perceived quality, and directly by green brand equity and brand credibility. Moreover, in addition to those factors, for low-involvement green products, performance risk and financial risk have an impact on willingness to pay more; however, for high-involvement green products, only performance risk influences the pay more behaviour of consumers.Research limitations/implicationsIn the research, two involvement levels and two brands were used. Brand names in particular may have caused a bias in the measurement. And the findings are limited by the sample, which includes respondents from an emerging country.Practical implicationsManagers should focus on green brand equity, brand quality and credibility to support willingness to pay more for green products. Moreover, they should monitor performance risk and financial risk perceptions, which may differ according to the involvement levels.Originality/valueThere is no other study, at least to the best of the author’s knowledge, testing the effects of brand-related factors on consumers’ willingness to pay-premium for green brands.

Effective factors on green brand equity from a resource-based view

Effective factors on green brand equity from a resource-based view

The Impact of Green Banking Initiatives on Green Brand Equity of Banks in India-evidence from India

The purpose of the paper is to investigate the impact of green banking initiatives on green brand equity of banks in India. A conceptual framework is prepared to study the impact of green banking on green brand equity of banks in India. The data is collected from 30 banks (both public and private) and 1,000 banking customers (individual and institutional) through written questionnaire method. The data is analysed through linear regression on SPSS. The findings of the study indicate that green processes have a significant positive impact of green brand equity of banks in India. However, green infrastructure do not have a significant impact of green brand equity of the banks in India. The main limitation of the study was the time factor in which the study was conducted. Future research can be directed towards conducting a inter country comparison of the impact of green banking initiatives on green brand equity of banks in India.

The impact of green banking initiatives on green brand equity of banks in India

The purpose of the paper is to investigate the impact of green banking initiatives on green brand equity of banks in India. A conceptual framework is prepared to study the impact of green banking on green brand equity of banks in India. The data is collected from 30 banks (both public and private) and 1,000 banking customers (individual and institutional) through written questionnaire method. The data is analysed through linear regression on SPSS. The findings of the study indicate that green processes have a significant positive impact of green brand equity of banks in India. However, green infrastructure do not have a significant impact of green brand equity of the banks in India. The main limitation of the study was the time factor in which the study was conducted. Future research can be directed towards conducting a inter country comparison of the impact of green banking initiatives on green brand equity of banks in India.

Investigating green brand equity and its driving forces

Investigating green brand equity and its driving forces

How do firms actions impact green scepticism The effects of green brand associations, green brand equity and greenwashing

Purpose- This study aims to explore how greenwashing, green brand equity and green brand associations affect green skepticism. Methodology- In the study, survey method was used to collect the data. After eliminating unreliable questionnaires, final sample size consists of 400 respondents. To check the reliability and the construct validity of the scales, Cronbach’s Alpha coefficient and Exploratory Factor Analysis (EFA) was run, and to affirm the convergent and discriminant validity, Confirmatory Factor Analysis (CFA) was used. In order to test the research hypothesis, Structural Equation Modeling (SEM) was conducted. Findings- According to the results, it was found that green skepticism is positively affected by greenwashing, while negatively affected by green brand associations and green brand equity. Conclusion- Greenwashing positively affects green skepticism, while there is a positive relationship between green brand associations, green brand equity and green skepticism.

Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts

Green attributes transparency presents new opportunities and challenges to advertisers. This study developed a research framework to enhance consumers’ willingness to adopt green cosmetics from several green constructs, such as corporate transparency, corporate social responsibility (CSR), green brand image, green brand trust, and green brand equity, and showed the green field strategy implications. This study commissioned a professional survey company to distribute an online questionnaire of cosmetic using experience to the participants. AMOS statistics software was used to analyze the measurement reliability and validity, and to examine the research hypotheses using structural equation modeling. The contribution of the study aimed to provide a correct standpoint for new concepts of green strategy in accordance with environmental trends, activities, and positive enterprise image to increase the consumers’ willingness to adopt green cosmetics from five constructs.

Measuring Green Brand Equity in Relationship Interactions and its Impact on Brand Loyalty Autori:

This manuscript attempts to define the dimensions of green brand equity from the perspective of relationship interactions and explores their impacts on brand loyalty. Through a literature review and questionnaire-based research, this paper employs structural equation modeling to test the proposed model in a case study (green flooring products). The results indicate that interaction-based green brand equity is comprised of five aspects of green brands: image, reciprocity, attachment, trust, and satisfaction. The findings demonstrate that interaction-based green brand equity has a significant influence on brand loyalty. This study strengthens the understanding of interaction-based green brand equity, and also provides a perspective for interactive communication between green brands and consumers.

Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia

The purpose of this study was to analyze the influence of Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility to Green Purchase Intention through Green Brand Equity on Skin Care Korean Products in Indonesia. Respondents in this research is done by taking a sampling with purposive judgement selection on Innisfree and Nature Republic customer in Indonesia. The method is carried out in the form of survey method with the dissemination of questionnaires with population numbers 250 people. In conducting this research, the author uses the validity test, reability, , estimation model test, structural model test, classic t test. In conducting this research, the author uses the SPSS application version 17.0 and Lisrel 9. The results of this research show that the Green Perceived has no effect on Green Purchase Intention, Green Perceived Value has no effect on Green Brand Equity, Green Product Innovation has no effect on Green brand Equity, Green Self Identity affect positively on Green Brand Equity, Brand Credibility affect positively on Green Brand Equity, Brand Credibility affect positively on Green Purchase Intention, Green Product Innovation hasn’t indirect effect on Green Purchase Intention, Green Self Identity has indirect effect on Green Purchase Intention

Effect of Utilitarian Benefit on Green Brand Equity with Green Brand Image

The concept of Green Brand Equity (GBE) is a benchmark in determining the degree of value accumulated by green brands based on the function of green products. Many people use mineral water that is taken directly from the packaging and realize to use environmentally friendly mineral water packaging. The packaging must be easily recycled. Results shows Utilitarian Benefit (UB) has a positive effect on Green Brand Equity (GBE) mediated by Green Brand Image (GBI) based on Gender, which men and women have almost concerning for environment friendly packaging. The reason is the environment damage such as environmental pollution includes water pollution, air pollution, environmental damage eg.forest damage, erosion that causes flooding, damage to coral reefs to global warming. The effectiveness of Green Brand Equity (GBE) enhance Green Brand Image (GBI) and brand loyalty including insight environmentally friendly packaging is important to keep the safe environment

Self/other oriented green experiential values: Measurement and impact on hotel-consumer relationship

Green hospitality presents a unique servicescape that evokes socially/environmentally desirable behaviors. Multiple instances of greenwashing mandate that consumer trust in green services be built through meaningful experiences for positive consumer–hotel relationship. With limited research on trust-enthusing green experiences, this works uses a mixed-method approach and Holbrook’s experiential value framework as theoretical underpinning to measure green experiential value (GEV) composed of self-oriented (utilitarian/hedonic) and other-oriented (social/altruistic) values. Only self-oriented values are found as key enablers of trust and in turn, higher green brand equity and re-patronage intentions. A positive moderation effect of pro-environmental customer attitudes signifies the importance of creating positive green experiences for such customers to enhance trust.

Importance of Consumer-based Green Brand Equity: Empirical Evidence

Due to increasing awareness towards environmental issues and consumer demand for environmental-friendly products, companies are shifting their management from brand equity to green brand equity. This will lead to the novel marketing phenomenon: green brand equity. Most of the previous studies on green branding, green marketing initiatives and social economies have been conducted in developed countries, and there is a lack of such studies in fast developing Asian countries like India. Therefore, this research tries to fill in the gap to measure the green brand equity in developing economies like India. This research measures green brand equity and its impact on consumer attitude. In addition, this research also measures the difference in the degree of green brand equity in metro and non-metro city. Consumer behaviour of metro and non-metro cities in India has found similarity and dissimilarity in many ways. The present study presents the different dimensions of green brand equity and its impact on consumer attitude. Green brand image, satisfaction, trust, loyalty, reference group and green advertisement emerged as a strong influencing agent of customer attitude towards green brand equity. The result of measurable difference of these construct revealed that there is a significant difference in all constructs, except green advertisement. Marketers have to understand these differences and formulate different market strategies while moving from metro to non-metro cities. This research not only provides green brand equity dimensions as a conceptual contribution, but also establishes the relationship between green brand equity and consumer attitude as an empirical contribution.

GREEN BRANDING AS A DRIVER TO BOOST THE DEVELOPMENT OF GREEN INVESTMENT MARKET

The paper deals with the analysis of the main preconditions to develop the strategy of the green brand promotion with the purpose to attract additional green investment to the company's development. In this case, the authors allocated the main features of green investment which should be taken into account during the developing of the marketing program to promote the green brand of the company. The authors identified the main approaches to define the meaning of a green brand. Thus, in the paper, the authors defined the green brand as the unique symbols, signs, words or combinations of them which developed the green imagination about the company which operations correspond to the sustainable development goals. In the paper, the authors allocated the main drivers of the green brand as follows: green brand equity, green trust and green satisfaction. Besides, green brand equity has a mediating role between green trust and green satisfaction. With the purpose to increase the efficiency of the marketing program to promote green brand the authors generalized the main principals which should be considered by the companies. The authors highlighted that using greenwashing lead to the huge reputation loses. Besides, greenwashing decreases the level of trust to the green brand among stakeholders of the green investment market. The authors proposed to solve the abovementioned problem through the publication in free access to the nonfinancial report by the company on a regular basis. In addition, it should be obligatory and to control by the government. In the paper, the theoretical basis of the linking between sustainability, green brand perception and company policy performance was identified by the authors.