Green Brand Image Research Articles

Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

Green Marketing and Green Brand Image on Users-Attitudes of The Body Shop Indonesia

This study aims to determine the effect of Green Marketing and Green Brand Image on users attitudes of The Body Shop Indonesia products empirically, either partially or simultaneously. The population in this study are followers of the Instagram account @thebodyshopindo who have purchased The Body Shop products and used them. This study used a sample of 100 respondents where the questionnaire was distributed using google form through social media Instagram. Sampling using purposive sampling method. The data analysis method used multiple linear regression, with partial and simultaneous hypothesis testing and processed using SPSS version 25 for Windows.
 The results showed that the two independent variables, namely Green Marketing and Green Brand Image, had a positive and significant effect either partially or simultaneously on the dependent variable of user attitudes. In addition, this study explains that user attitudes are influenced by 68.5% by Green Marketing and Green Brand Image, the remaining 31.5% is influenced by other factors.

PERAN MEDIASI BRAND IMAGE PADA PENGARUH GREEN MARKETING TERHADAP BRAND LOYALTY (Studi Kasus Pada Pelanggan Starbucks Di Kota Denpasar)

Companies that produce products with environmentally friendly issues have a better imgae brand because the company is considered to care about environmental sustainability. Companies are slowly applying green marketing activities in their various projects as part of social awareness and they are required to reach consumers with green marketing messages in an effort to increase brand loyalty. One of the global companies that applies green marketing is Starbucks. The purpose of this study was to examine the role of brand image mediation on the effect of green marketing on Starbucks brand loyalty. The population in this study were all residents of the city of Denpasar who had shopped at Starbucks. In this study, the sample selection technique used purposive sampling technique with a sample size of 120 respondents. The analysis technique of this research is using descriptive analysis, path analysis and single test. The results of the analysis in this study indicate that green marketing affects brand image, green marketing affects brand loyalty, brand image affects brand loyalty, and brand image mediates the effect of green marketing on brand loyalty. This research is expected to provide empirical support and can be stated to strengthen the results of previous studies.
 Keywords: Green Marketing, Brand Image and Brand Loyalty

Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development

Orienting consumers toward organic eco-friendly beauty products is a societal challenge that resonates with growing environmental concerns following COP 21, when entrepreneurs in the cosmetic industry initiated ambitious plans to increase the proportion of natural components in their products. This study examines how green factors impact customers’ intention to purchase premium organic beauty products. We explore the mediating roles of trust and attitude on this purchase intention, using the SOR paradigm and the dual factor theory, an original approach.Data was collected from 398 respondents using convenience sampling and analysed using the IBM SPSS 22 version and AMOS 22 version package applying structural equation modelling. We show that the mediating role of trust and attitude is of the utmost importance to ensure a sustainable orientation of customers toward organic products. The findings suggest (a) green ads, green brand image and perceived consumer effectiveness positively influence consumers' attitude toward luxury organic beauty products; (b) LOHAS consumption tendency does not impact consumers' attitudes; (c) trust has a significantly negative impact on the consumer's attitude; and (d) likewise, consumers' attitude mediate the intention to purchase luxury organic beauty products. The research has significant implications for understanding India's premium organic beauty goods market and for companies to develop new strategies to market their organic cosmetics. The study also encourages policymakers to provide necessary subsidies to new organic beauty entrepreneurs.

Institutional Pressure and Green Product Success: The Role of Green Transformational Leadership, Green Innovation, and Green Brand Image.

Rapid economic growth has led to economic activities which have caused extensive environmental damage to the planet. Companies have sought to adapt their business methods to reduce their carbon footprint in order to meet regulations, satisfy consumer preferences and keep up with changing societal expectations. The relationship between institutional pressure and green product performance will be an important issue in corporate green management. This article looked through the lens of green innovation and explored the moderating role of green brand image between green product innovation and new green product success. Utilising the data of 243 managers in Mainland China, structural equation modelling results found that institutional pressure is positively correlated to green transformational leadership, green transformational leadership is positively correlated to green process innovation, green process innovation is positively correlated to green product innovation, green product innovation is positively correlated with new green product success, green brand image moderates the relationship between green product innovation and new green product performance. The research results provide theoretical and practical implications for enterprises to relieve institutional pressure and build specific green competitive advantages.

Exploring the indirect role of green business practices in transmitting eco-market orientation into positive organizational outcomes: an empirical study

PurposeThis study aims to examine whether the types of eco-market orientation (eco-proactive market orientation and eco-responsive market orientation) result in green knowledge acquisition and positive organizational outcomes (green customer satisfaction [GCS], green brand image [GBI] and green value-based competitiveness [GVC]). The study further aims to explore the mediation role of green business practices in the relationship between the types of eco-market orientation and organizational outcomes.Design/methodology/approachQuestionnaire was used to garner data from managers from Ghanaian hospitality firms. The hypothesized relationships were tested using partial least square structural equation modeling.FindingsThe result confirms the notion that although both eco-proactive market orientation and eco-responsive market orientation contribute significantly to enhancing the acquisition of green knowledge, eco-responsive market orientation has a strong effect on green knowledge acquisition. Also, the outcome of the mediation analysis proves that green business practices (GBPs) play an important indirect role in the relationship between eco-market orientation (eco-proactive market orientation and eco-responsive market orientation), GCS, GBI and GVC.Originality/valueAnchored on the resource advantage theory and natural resource-based view theory, this study offers a fresh contribution to marketing and environmental management literature by developing a unified research model that explores the mediation roles of GBPs between the types of eco-market orientation (eco-proactive market orientation and eco-responsive market orientation), GCS, GBI and GVC.

Yeşile Boyama ve Yeşil Satın Alma Davranışı Arasındaki İlişkide Yeşil Marka İmajı ve Yeşil Marka Sadakatinin Aracılık Rolü(The Mediating Role of Green Brand Image and Green Brand Loyalty in the Relationship between Greenwash and Green Purchase Behavior)

Purpose - The study was carried out to investigate the effect of greenwash activities carried out by businesses on the green purchasing behavior of consumers. The study also attempted to determine what kind of mediating effect green brand image and green brand loyalty have on green purchasing behavior. Design\methodology\approach - The universe of the research green products in Turkey are individuals who purchase experience. Questionnaire technique was used to reveal the structural relationship. A total of 410 valid questionnaires conducted online were analyzed using Smart PLS Professional 3.3.3 software. The bootstrapping technique was used for testing the hypotheses aimed to be measured in the study. The structure, consistency and discrimination validities of the variables were calculated. Finally, the accuracy of the hypotheses was tested with path analysis. Findings - According to the results, greenwash, negatively affects green brand image, green brand loyalty and green purchasing behavior. As a result of the findings obtained, green brand image and green brand loyalty positively affect green purchasing behavior. The study also found a negative partial mediating (competitive) effect of greenwash activities and green brand image and green brand loyalty on green purchasing behavior. Discussion - The strong need for green products in the market is changing the world, so businesses are willing to adopt green marketing to compete. Although the literature argues that the environmental claims of green products should be accurate and transparent, greenwash is still used effectively in the market. It can be said that it is important for businesses to take a critical approach to increase the green buying behavior of their consumers through green brand image and green brand loyalty by reducing their greenwash activities.

Green message strategies and green brand image in a hotel context

ABSTRACT This research investigates the effects of different green (environmental) message types on hotel customers’ green brand image perceptions and behavioral intentions. A 2 (green message abstractness: abstract vs. concrete) x 2 (green message framing: gain vs. loss) between-subject factorial experimental design was utilized for testing the main and interaction effects of message types on green brand image. A two–way analysis of variance (ANOVA) was performed to test whether brand image perceptions differed across the levels of green message abstractness and green message framing. PROCESS Model was employed to test the mediating effects of messages on behavioral intentions through green brand image. The findings demonstrated that green message abstractness had a significant main effect on green brand image. green message led to a stronger effect on green brand image than the concrete one. Furthermore, green message abstractness influenced behavior intention indirectly through green brand image. However, green message framing did not yield any significant results for the direct and indirect effects.

Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image.

Globally, green consumption behavior has radically changed green product lifecycles as well as green product branding to eliminate the environmental impact of global tourism. The purpose of the current study is to examine green consumption intention in the hospitality and tourism industry as an outcome of green supply chain management and strategic green marketing orientation. It also aims to investigate the green brand image and green social responsibility in a mediated-moderation mechanism to induce green consumption. Based on the deductive approach, and cross-sectional quantitative data of 317 hotel visitors/guests in the northern tourism hotspots in Pakistan, the hypothesized relationships were tested through the structural equation modeling technique with partial least squares. The findings empirically establish that green supply chain management and strategic green marketing orientation have positive and significant effects on green consumption intention. Further, environmental concern (i.e., green image) partially mediates the relationship between strategic green marketing orientation, green supply chain management, and green consumption behavior. The results also revealed that brand social responsibility does not moderate green image and green consumption behavior. These stimulating new findings guided by the signaling theory, provide strategic insights that help to upgrade the tourism supply chains and enabling them to become green.

Exploring the role of green attributes transparency influencing green customer citizenship behavior

PurposeFew studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.Design/methodology/approachThis study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.FindingsThe findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.Originality/valueThis study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude

PurposeGreen brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers.Design/methodology/approachIn this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses.FindingsThe findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love.Practical implicationsConsidering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran.Originality/valueThis study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

Do the Implementation of Green Practices Initiatives in Starbucks Increase the Number of Tourists to a City? (Study Case of Starbucks in Pontianak)

This study aims to examine the influence of Eco-friendly Practices, Green Brand Image and Green Initiatives on the number of tourists visiting Pontianak. The type of research used in this research is quantitative by using a survey method wherein survey research using a questionnaire that will be given to respondents according to predetermined criteria. The population of this research is the consumer who has visited, received offers and made purchase decisions at least two times for Starbucks products with the sample is 100 respondents. The technique used is non-probability sampling, which is a sampling technique that does not provide equal opportunities for each element or member of the population to be selected as samples, and the purposive sampling method is a sampling technique with certain considerations. The data will be analyzed by using PASW Statistics 18 software application and the method used is multiple linear regression with the variables of Eco-Friendly Practices, Green Brand Image and Green Initiatives, and several tourists. The results show that Eco-Friendly Practices, Green Brand Image and Green Initiatives have a significant effect number of tourists visiting Pontianak.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

PurposeWhen fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands.Design/methodology/approachThis study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey.FindingsIt was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions.Originality/valueThis study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

Measuring a multidimensional green brand equity: a tool for entrepreneurship development

PurposeThis study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneurial development.Design/methodology/approachThe researchers develop a conceptual framework highlighting the dimensions of the green brand equity focusing on five constructs (green brand loyalty, green perceived quality, green brand associations, green brand awareness and the new dimension of green brand emotion), green satisfaction and green brand image. The sample consisted of 392 people aged over 18 who were occasional or habitual consumers of organic agri-food products. Partial least squares (PLS), a structural equation modelling (SEM) tool, was used in the analyses.FindingsThe results of this study show that the different dimensions of green brand equity (except for green brand awareness) reflect this variable and are important factors in its perception by consumers. This study differs from others in that it treats green brand equity as a truly multidimensional variable made up of different dimensions with different measurement scales. The study also demonstrates the importance of green satisfaction and green brand image as antecedents of green brand equity.Practical implicationsThe measurement scale for green brand equity developed in this study provides entrepreneurs of organic agri-foods with a method for evaluating consumer perception of green brand equity based on those dimensions that are truly significant.Originality/valueThis is the first study to explore the relationships of green brand equity—as a multidimensional concept—with other variables, such as green satisfaction and green image.

Green banking initiatives: a qualitative study on Indian banking sector.

The environmental concern is on rise in all types of business; however, banking assumes a special niche due to its ability to influence the economic growth and development of the country. The present study proposes conceptual model of Green banking initiatives and studies the impact of three Green banking initiatives, viz. green products development, green corporate social responsibility and green internal process on two possible outcomes, viz. Green brand image and Green trust. The study is qualitative in nature comprising of semistructured in-depth interviews conducted with 36 middle- to senior-level managers of twelve public and private Indian banks. Banking sector can play a crucial role in greening the banking system by enhancing the availability of finance and serve the needs of a “green economy”. The findings of the study revealed that 63% of the total respondents were of view that their bank indulges in development of several green banking products and services, 53% of the bankers said that their bank incorporates green internal processes in their daily activities, and 78% respondents said that their bank undertakes several green corporate social responsibility initiatives. This investigation further highlights that more than 60% respondents believed that Green banking initiatives have positive role in restoring customer trust through enhanced Green brand image. With dearth of studies on green banking in India, the present qualitative study contributes to the body of knowledge and paves way for future research in green banking for sustainable development.

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

PENGARUH GREEN BRAND IMAGE, GREEN PERCEIVED VALUE, GREEN AWARENESS DAN GREEN KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN

The purpose of green marketing is to see that there is a concern for the environment, not merely seeing profit as the only goal. This study aims to find out the effect of green brand image, green perception value, green awareness, and green knowledge on purchasing decisions. The sample used was 105 users of The Body Shop. The method of data analysis used multiple linear regression and used SPSS analysis tools. The results show that green brand image, green perception value, green awareness, and green knowledge have a positive effect on purchasing decisions.

Peran citra merek hijau, niat merek untuk meningkatkan loyalitas pembelian

This study aims to determine the role of green brand image in an effort to increase brand intention, and purchase loyalty. Research locations were held in various universities in the province of D.I.Yogyakarta. The population of this research is university students, and the research sample is 222 students. The sampling technique uses purposive sampling technique, minimum age 18, and a maximum 25 years old, laptop users at least 1 year. Data were collected through a survey by distributing questionnaires. The research data is processed using structural equation modeling, AMOS 21 program. The results of this study indicate that green brand image has a positive and significant effect on brand intention, and purchase loyalty. The more the green brand image increases, the more brand intention and purchase loyalty increases. This study also has limitations, and includes suggestions for future research.
 

Greenwash and green purchase behavior: an environmentally sustainable perspective

Consumers’ interest is accelerating toward environmentally sustainable products, which are commonly known as green products. Companies use greenwash to attract environmentally conscious consumers. The effects of greenwash have been studied on green purchase behavior of consumers along with green brand image, green brand love, and green brand loyalty as mediating variables. Consumers having experience of using any of the green products have been targeted for data collection. This empirical study has been tested using structural equation modeling (SEM). It has been proved that greenwash negatively affects the green purchase behavior of consumers. Furthermore, green brand image, green brand love, and green brand loyalty positively affect green purchase behavior, whereas they are negatively influenced by greenwash. Greenwash directly as well as indirectly negatively affects green purchase behavior. Firms must obtain consumers’ trust by diminishing greenwash and promoting green brand image, green brand love, and green brand loyalty, which can lead the consumers toward their green purchase behavior. This study can be potential in making firms competitive in the era of growing consumers' concerns about environmentally sustainable products.

The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value

PurposeThe purpose of this study is to investigate how green brand positioning facilitated by utilitarian environmental benefits and nature connectedness may influence green brand image, as mediated by green perceived value (GPV) and brand innovativeness and how brand type moderates these relationships.Design/methodology/approachData were collected using an online survey method, and structural equation modeling was employed to test the research hypotheses with a sample of 826 Chinese respondents.FindingsThe results demonstrate that utilitarian environmental benefits directly enhance green brand image. Both utilitarian environmental benefits and nature connectedness indirectly influence green brand image through GPV and brand innovativeness. Subsequently, green brand innovativeness positively affects GPV. The moderating effects of brand type on the relationships in the model are also established.Practical implicationsOrganisations should enhance green value and brand innovativeness when adopting green brand positioning tools to strengthen green brand image and implement diverse green branding strategies between brands of physical goods and services.Originality/valueAlthough previous studies have investigated how perceived benefits affect the development of brand image, the issue has not been examined based on the human associative memory framework from a green branding perspective. No empirical study has simultaneously included both green brand innovativeness and GPV in this formation process. Additionally, the moderating role of brand type in the model has not been explored previously.