Green Brand Loyalty Research Articles

Drivers of green brand loyalty: Stakeholder engagement through corporate social responsibility and brand experience

AbstractThis study aims to determine the drivers related to corporate social responsibility (CSR) and green brand experience that drive green brand loyalty (GBL), ranking the relative importance of these drivers while providing additional explanations for the ranking results. Data were collected from individuals with at least 5 years of experience consuming green agricultural products in Vietnam. The Delphi method and analytic hierarchy process (AHP) were employed in combination to address the research objectives. The research results indicated that both CSR and green brand experience can promote stakeholder engagement and enhance GBL, with components of green brand experience being evaluated as more crucial. The drivers within green brand experience and CSR were ranked in importance. The study makes significant scientific and practical contributions by combining qualitative and quantitative methods in this field, integrating components of CSR and green brand experience within an analytical framework to compare their importance in fostering GBL.

YOUTHS’ WORD-OF-MOUTH IN A DEVELOPING COUNTRY: ROLES OF GREEN PROMOTION AND GREEN BRAND LOYALTY

Purpose – This paper investigates the mediating role of green brand loyalty between green brand image and word-of-mouth (WoM) and the moderating role of green promotion and brand social responsibility among Vietnamese youth. Research methodology – Using an online questionnaire from 1st October 2022 to 31st December 2022, 740 valid responses were collected. Findings – The study reveals that green brand loyalty mediates the relationship between brand trust and WoM. Additionally, green promotion significantly moderates the relationship between brand trust and green brand loyalty. The study concludes that green promotion is vital in influencing consumers’ trust in the brand, subsequently increasing their loyalty. Research limitations – This study has not categorized the groups of environmentally friendly products used by young Vietnamese to see if there is a difference. Practical implications – These results provide significant implications for brand managers to enhance the effectiveness of WoM. Originality/Value – Green promotion is an effective strategy for brands to regain consumers’ loyalty and maintain a close relationship between consumers and green brands. Additionally, green brand loyalty emphasizes the significance of green promotion for developing green companies and can serve as a conduit between customers and brands.

Nhận thức giá trị xanh, đổi mới thương hiệu xanh và ý định sử dụng xe công nghệ xanh

This study focuses on the analysis related to Green Perceived Value, Green Brand Innovativeness, Green Brand Satisfaction, Green Knowledge, Green Brand Loyalty. Based on background theories and inherited research, the study conducted a survey in HCMC and collected 202 valid assessment samples. Collected data after analyzing using SPSS and Smart PLS 4 showed that Green perceived value, Green brand innovativeness, Green brand satisfaction have a positive impact on Intention to order green technology vehicles. Furthermore, study has not found the impact of Green Knowledge and Green Brand Satisfaction. The study also proposes some appropriate implications to help managers adjust business strategies to promote the intention to place green technology vehicles as a sustainable transportation solution, minimizing negative human impacts on the environment.

Effects of greenwashing on green purchase intention: the mediating role of green skepticism, green brand love and green brand loyalty

ABSTRACT This study examines how greenwashing effects customers’ intention to make environmentally friendly purchases, known as green purchase intention, and how green skepticism, green brand love, and green brand loyalty mediate this relationship. Using the Attitude-Behavior-Context theory as a framework, ten hypotheses were developed and tested with a sample of 348 Palestinian consumers who had purchased organic or green foods in the West Bank. The findings indicate that greenwashing has a negative impact on green purchase intention, and this relationship is mediated by green brand loyalty and love, but not by green skepticism. Green brand love and loyalty also significantly influence green purchase intention, while green skepticism does not. The study highlights the importance of reducing greenwashing to increase green purchase intention, brand love, and loyalty, and offers practical evidence to help practitioners address this issue. The results have implications for firms seeking to reduce skepticism and increase organic food purchases, with recommendations for future research in developing countries.

The Effect of Brand Lovemark on Reusable Cups in Coffee Shops: Machine Use Intention, Willingness to Pay a Deposit, and Green Brand Loyalty

Despite significant coffee shops’ efforts to promote sustainable practices, customers’ actual CSR engagement in the coffee shop industry is still low. This is because CSR practices in the hospitality industry often require customer engagement, which can sometimes be inconvenient for customers, and some customers may even be skeptical about green practices themselves. Thus, this study examines the effect of brand lovemark on three customer behavioral outcomes (i.e., green brand loyalty, willingness to pay a deposit, and machine use intention) in coffee shops’ CSR practices. We used a scenario-based experimental design on CSR practices in two coffee shop brands (i.e., Starbucks and Dunkin’). The study demonstrates that consumers with a high brand lovemark act more positively toward coffee shop CSR practices than customers with a low brand lovemark. In addition, the interactions between brand lovemark and gender appear to be important in all three behavioral outcomes. Specifically, it confirms that men and women show different levels of behavior outcomes depending on their level of brand lovemark. Theoretical and managerial implications are also suggested with the direction for future study.

Investigating the Effect of Green Brand Innovation and Green Perceived Value on Green Brand Loyalty: Examining the Moderating Role of Green Knowledge

The numerous organisations voicing their concerns show that concern for the environment has increased compared to earlier times. This study aims to investigate the relationship between green brand innovation and green perceived value, along with its impact on green brand loyalty within the Ethiopian banking sector. Based upon previous research, this study delves into the distinctions between innovation and innovativeness, exploring their respective influences on brand loyalty. Additionally, this study introduces the roles of green perceived value as a mediator and consumer green knowledge as a moderator in shaping green brand loyalty. To assess the conceptual model, a survey was conducted using convenience sampling among 600 customers using internet banking services across nine reputable banks. This approach aimed to capture a representative sample for the conceptual model. Subsequently, data analysis was performed using a structural equation model (SEM). The results indicated that consumers’ perceptions of green value have indirect effects on green brand loyalty and direct effects on green brand innovation. In addition, green knowledge moderates the relationship between green brand innovation and green perceived value in a significant way. Therefore, in order to increase customer loyalty to green brand innovations, organisations should focus on improving consumers’ environmental literacy and cultivating positive attitudes towards green businesses.

Going green and staying loyal: how different are generation Z travellers towards green brand loyalty of hotels

Purpose This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels. Design/methodology/approach A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data. Findings The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty. Originality/value This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.

GREEN BRAND INNOVATIVE ON GREEN BRAND LOYALTY: A Moderating Model Evaluation by Green Perceived Value of Indonesian Consumers for The Body Shop Products

This study aims to analyze and prove green brand innovative impact on brand loyalty of Indonesian consumers for the Body Shop product, it also tested the moderating effect of green perceived value on its relation. In the sampling technique, this study used convenience sampling with online method questionnaire distribution. Recorded as many as 111 users of the Body Shop products across Indonesia (West, Mid, East) have participated. Then, the feedback was analyzed with the technique of SEM with the assistance of the Smart-PLS software's latest version. Results found that green brand innovation has a positive impact on green brand loyalty of Indonesian users for the Body Shop products, and green perceived value also has a positive impact on green brand loyalty. Unfortunately, green perceived value isn’t able to moderate the relationship between green brand innovation and green brand loyalty.

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.

Rooting for the green: consumers and brand love

PurposeThis study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.Design/methodology/approachData were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.FindingsThe study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.Practical implicationsTo promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.Originality/valueAlthough previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption

Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption

Investigating the effects of corporate social responsibility on sustainable consumer purchase behavior

PurposeSustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster and more efficient communication due to social media and the internet. This paper aims to study the impact of greenwashing by corporations and the stakeholders’ environmental concerns on consumers’ sustainable purchase behaviour.Design/methodology/approachThe relationships between the impression of “greenwash”, sustainable purchasing behaviour, green word-of-mouth and green brand loyalty were investigated in this quantitative study. Participants who made up a representative sample filled out written surveys. The variables of interest were evaluated using scales that have undergone validation. Structural equation modelling was used in mediation analysis to investigate the mediating impacts of green word-of-mouth and green brand loyalty. The goal of the study was to offer empirical proof of how these factors affected consumers’ choices for sustainable products.FindingsAnalysis of the mediating relationship of perceived customer effectiveness in the relationship between environmental concern and sustainable purchase behaviour has been studied.Research limitations/implicationsThis study implicates that a company that primarily markets basic green and sustainable products or services must invest in informing people about environmental concerns and that by proper practices, a lot of the harm to the environment can be reduced.Originality/valueCorporate greenwashing, also called false greening, has received much public attention recently. The unethical practices by the corporations, which previously majorly went unnoticed, have also recently gained a lot of visibility. This paper is one of the early attempts towards establishing the effect of corporate greenwashing on sustainable consumer behaviour.

Green Brand Image and Sustainability: Marketing Implications of High-School Student Responses

This is a research paper that is focused on assessing issues relating to green brand image influences on high-school students and its implications sustainability. 
 
 An interpretive methodology was utilised in order to help understand high-school student perceptions of Brand Image in terms of Sustainability. The scope for this research were high-school students with the population of interest made up of 11 private schools, located at independent school sites, situated in Bangkok, Thailand.
 
 Findings: The research outcomes comprised of Five (5) Main Themes: Emotional Engagement, Green Brand Trust, Green Brand Loyalty, Functional Benefits, Sustainable Corporate Image; and Twelve (12) sub-themes created through the focused analysis of 133 conversation targets.
 
 The paper addresses the raised issues and implications for managing Green Brand Image and Sustainability. These indications are synthesised from major research actors in the field that show that socio-political strategies, economics and marketing Brand developments that should be made clearer and a paradigm shift made to strengthen strategies to engage younger people in positive Brand Image management.

Nature-based solutions, mental health, well-being, price fairness, attitude, loyalty, and evangelism for green brands in the hotel context

Given that the polluted environment affects human health, Nature-Based Solutions (NBS) is becoming an emerging issue in the hospitality and tourism industry. This research is designed in order to explore the influence of NBSs on Green Brand Evangelism (GBE) through mental health, emotional well-being, Green Brand (GB) attitude, and Green Brand Loyalty (GBL) in the hotel industry by considering the moderating effect of price fairness. Our theoretical model was built based on the Stimulus-Organism-Response (S-O-R) theory, which successfully embraces the NBS framework, GBL, and GBE. Our findings based on an online survey reveal that NBS as a second-order construct, which embraces the four first-order elements, significantly improves guests' perception of mental health and emotional well-being. The direct and indirect effects of mental health, emotional well-being, GB attitude, and GBL also uncovered and significantly impacted GBE. The hypotheses were generally supported. Furthermore, the moderating impact of price fairness was found.

Green brand management: nexus between brand attachment, satisfaction and loyalty of green products

The concept of green brand has led to Green Brand Positioning and has driven the need to analyse the role of those attributes that act as the motivating factors in purchasing green products. Green Brand Positioning and its management are based on an integrated communication strategy to inform consumers about the brand's connection and provide product satisfaction for their environmental and health concerns. This paper is aimed at understanding the relationship between brand attachment, brand satisfaction and brand loyalty to green products through green brand management based on the attributes influencing the consumer experience. The data was collected based on a well-designed questionnaire and responses were gathered from identified product consumers. Based on the empirical results obtained by data collection, it is revealed that green brand management plays a significant positive role in building green brand satisfaction, green brand attachment and green brand loyalty with an impact on customer experience.

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.

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.

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.

Green brand communication, brand prominence and self–brand connection

PurposeThis study aims to empirically investigate how green transparency and green competence enhancement can promote consumer behavioral outcomes (i.e. green brand loyalty and resistance to negative information regarding green brands) through green brand attachment (i.e., self–green brand connection and green brand prominence). It further explores these hypothesized relationships across brands of physical products and services.Design/methodology/approachData were collected using an online survey from 826 Chinese consumers. Structural equation modeling is used to test the proposed conceptual model.FindingsOur results demonstrate that green transparency and green competence enhancement positively affect consumer green brand attachment (i.e. self–green brand connection and green brand prominence) which subsequently influence consumers’ loyalty toward green brands and their resistance to negative information. Finally, the development of green brand attachment across brands of products and services is found to be different.Research limitations/implicationsExtending the conceptual model to other cultural contexts is suggested. Using the experimental design to examine other boundary conditions is recommended.Practical implicationsThis study provides recommendations for marketers, especially brand managers, to facilitate green brand communications to strengthen consumer–brand relationships.Originality/valueThis study extends past research by examining two types of green brand attachment via a cognitive schema lens. Also, it shows the internal cognitive process by which green brand communications potentially promote consumer behavioral outcomes through green brand attachment. Lastly, it highlights differences in the development of green brand loyalty and consumer resistance to negative information across brands of products and services.

A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers

PurposeThe purpose of this study is to suggest an approach to regain consumer trust after negative effects of greenwashing that draws corporations and consumers into a conflicted relationship.Design/methodology/approachThe authors collect and interpret qualitative data from in-depth interviews to develop a theoretical approach that enables the rebuilding of trust between greenwashing corporations and their consumers using the concept of psychological resilience.FindingsThis analysis indicates that the approach is an interaction between consumers with green brand loyalty and greenwashing corporations. This type of consumer demands emotional factors, functional factors and legitimate factors in the process of psychological resilience, and after greenwashing, corporations should select appropriate recovery strategies to stimulate these protective factors.Originality/valuePrevious research studied green consumer trust in the marketing field but did not explore the core of trust which was regarded as a cognitive process. This paper investigates green consumer behaviour under the perspective of psychological resilience and makes an innovative attempt to understand drivers of regaining consumer trust. Previous research works put forward a series of strategies related to regaining trust, but they did not discuss the mechanisms by which these strategies work. Using the method of grounded theory, we attempt to reveal the “black box” of consumers cognition after greenwashing and propose a strategy for regaining consumer trust.