Green Brand Trust Research Articles

The Impact of Green Brand Crises on Green Brand Trust: An Empirical Study

In recent years, brand crises and greenwashing events have become common for Chinese consumers. However, compared to ordinary brands, it is more challenging for green brands to rebuild trust relationships with consumers after a green brand crisis due to their unique energy-saving and environmental protection attributes. The impact mechanism of green brand crises on consumer trust is complicated. To evaluate the different effects of different types of crises, this study used a sample of more than 1000 questionnaires to allow a regressive analysis, robustness test, endogenous test, mechanism test, and heterogeneity analysis. The study’s results show that product functional and value-related crises harm green brand trust, and both brand perceived value and perceived risk play an intermediary role in the mechanism. Brand familiarity plays an essential role in the relationship between the green brand crisis and green brand trust.

The Mechanisms for Influencing Green Purchase Intention by Environmental Concern: The Roles of Self-Green Image Congruence and Green Brand Trust

This study is the first to examine a serial mediation model that includes environmental concern, self-green image congruence, green brand trust, and green purchase intention. Based on data from a sample that included 349 Saudi individuals, the analyses supported most mechanisms flowing from environmental concern to self-image congruence and green brand trust in serial. The direct relationship of environmental concern to green purchase intention was also statistically significant. This study provides an interesting perspective on the antecedents of green purchase intention. From a managerial perspective, the results show that cognitive, psychological and motivational mechanisms could enhance green markets in an Arab and Islamic country.

Green Brand Perceived Value: A Driver for Attitude toward Green Brand Extension

The purpose of this study is to develop a conceptual model that describes the process of how self-brand congruity affects attitudes toward green brand Extention. The integrated model focuses on the green brand perceived value that encourages attitude toward green brand Extention. Green brand perceived value furthermore applied to explain how green purchase intention and green trust influence attitudes toward green brand Extention. Green brand perceived value and green purchase intention have not significantly increase attitude toward green brand extension. Green brand perceived value through green brand trust directly affects and positively impacts attitude toward green brand extension.

The Effect of Green Brand Knowledge and Trust on Consumers’ Purchasing Intention: The Mediation Role of Attitude Towards Green Brands Egypt Case

Recently, eco-friendly brands (EF) have received considerable attention from companies that seek for the competitive advantage. Growing concerns from governmental and non-governmental organizations (NGO) and the increase of consumer awareness are reasons why companies are going for environmentally friendly (green) products. despite the importance of this issue, there is a lack of research in testing the impact of green brand knowledge & green brand trust on Egyptian consumers’ green purchasing intentions via attitude towards green brands. So, in order to achieve this objective, three main research questions have been examined. This research was carried out in the Egyptian food & beverage market sector from the customer perspective, the data were collected only in Cairo, Alexandria, and Aswan, as non-probability convenience sampling technique was used. the country’s capital and two of its major cities and the city that attract investors in upper of Egypt and named as the capital of the youth in the African continent, in addition the population density in those cities is high, also, the number of malls and hypermarkets and the density of frequent customers is more in those cities. These questionnaires were analyzed by using (SPSS) to test and analyze the research hypotheses. Findings showed that there’s a significant positive indirect impact of green brand knowledge on consumers’ green purchasing intention via attitude towards green brands. In addition, there’s a significant positive direct impact of green brand trust on consumers’ green purchasing intention.

Confirming Antecedents of Green Consumption Intention: A Sustainable Model for Food Aggregators

Enhanced awareness about plastic cutlery pollution has brought a green transition in consumers’ intentions. Through the lens of green offers by the food aggregators, this research investigates the relationship of the antecedents to green consumption intention. A conceptual model extending the stimulus-organism-response (S-O-R) theory is tested by Structural Equation Modeling (SEM) on the primary data of 622 green consumers. The significant relations between perceived consumer effectiveness to green brand trust, influencing green consumption intentions were established. Social Image partially mediates the relation of green brand trust to green consumption intention. The identified relationships among the variables provide practical and theoretical implications.

The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia

The damaged environment that has been influenced by human life is now encouraging consumer behavior changes to be more aware of the environment and interested in buying green products; and through this study, we want to determine and analyze the role of attitude as mediation and the effect of green advertising, green brand trust, and attitudes towards green purchase intention. We used a questionnaire and obtained a sample of 118 respondents using the purposive sampling technique. Then, we analyze the data using PLS-SEM analysis tool with Smart PLS 3.2.8. Our results showed that green advertising, green brand trust, and attitudes towards green products had a significant and positive effect directly on green purchase intention. Green product mediation's variable attitude was full of green advertising variables, green brand on green purchase intention.

Association between Green Brand Trust, Green Brand Credibility, Green Brand Equity on Perceived Value and Purchase Intention towards Green Product

Association between Green Brand Trust, Green Brand Credibility, Green Brand Equity on Perceived Value and Purchase Intention towards Green Product

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

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

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.

The Impact of Greenwashing on Green Brand Trust from an Indian Perspective

Purpose: Companies in haste for higher consumers’ preference tend to appear as ‘green’ and mislead about environmental concerns, which are termed as “Greenwashing.” The purpose of the study is to investigate the consumer perception on greenwashing activities and analyze its impact on green brand image, green brand loyalty and green brand trust among Indian consumers. Design/methodology: The study makes use of a written questionnaire method to collect survey data from approximately 500 consumers all over India. The study uses Structural Equation Modeling (SEM) to study the hypothesized relationship between constructs affected by greenwashing based on consumer perspective in the Indian context. Findings: The study shows that Indian consumers are becoming aware of greenwashing activities, which have a negative impact on green brand trust and undermines green brand image and green brand loyalty. Implications: The study results are beneficial to policy-makers, researchers, practitioners, and managers to create awareness among Indian consumers on greenwashing activities.

Determinants of Green Brand Trust and the Mediating Role of Green Brand Satisfaction

This research attempts to examine how perceived green brand quality and perceived performance influences customers trust in green brands through enhancing brand satisfaction. Using a sample of 108 customers in Hong Kong who were observed buying green tissue products, we investigate the relationship of perceived green brand quality and perceived performance with green brand trust, and the mediating effects of green brand satisfaction on these relationships. The results show that perceived green brand quality and perceived performance positively contribute to green brand trust directly and green brand satisfaction is an effective mechanism through which perceived green brand quality and perceived performance promote trust in a green brand.

Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective

As customers' green awareness improves, a growing number of Chinese companies are seeking to implement green management. However, in the implementation process, many green brands have engaged in greenwashing. After greenwashing, brand trust between green brands and their stakeholders can suffer a great deal of damage. A valid brand strategy and underlying mechanism should be identified to repair green brand trust after greenwashing. This study focuses on brand strategies and their underlying mechanisms adopted from institutional theory for green brand trust repair after greenwashing. Based on an organizational-level trust repair model, this study finds that companies should adopt a “timely-considered-timely” or “timely-considered-considered” brand strategy with three separate stages of brand trust repair, as opposed to other timely or considered brand strategy combinations, in order to achieve an optimal green brand trust repair effect. Moreover, this study also shows that the “considered-timely-timely” brand strategy achieves the worst green brand trust repair effect and that green brand legitimacy plays a significant mediating role in the brand trust repair process. These findings enrich the theories of brand management, green marketing, and trust repair and offer important managerial implications to help enterprises repair damaged trust.

GREEN consumption values and Indian consumers’ response to marketing communications

Purpose This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context. Design/methodology/approach Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers. Findings The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions. Research limitations/implications The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications. Practical implications The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values. Originality/value The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.

Building green brand relations: the role of green brand image as significant driver

The study investigated the role of green brand image in building green brand trust, green brand attachment, and green brand commitment. Additionally, the study developed and validated measurement scales of two novel constructs 'green brand attachment' and 'green brand commitment'. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 318 individual customers of electronics and information technology brands with the help of self-administered questionnaire survey method. The study utilised Structural Equation Modelling (SEM) technique to statistically analyse measurement and structural models. The model fit indices indicated that proposed theoretical model is good fit with the data used in study. Confirmatory factor analysis depicted that the data has successfully fulfilled the requirements of reliability, convergent validity and discriminative validity. The results of structural model revealed that green brand image plays significant positive role in building green brand trust, green brand attachment and green brand commitment. Additionally, the results indicated that green brand trust partially mediates the relationship of green brand image with green brand attachment and green brand commitment. It is concluded that green brand image is a significant driver in relationship building process. Additionally, it is also established that building green brand relations lead towards environmental sustainability and conservation of resources.

Building green brand relations: the role of green brand image as significant driver

The study investigated the role of green brand image in building green brand trust, green brand attachment, and green brand commitment. Additionally, the study developed and validated measurement scales of two novel constructs 'green brand attachment' and 'green brand commitment'. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 318 individual customers of electronics and information technology brands with the help of self-administered questionnaire survey method. The study utilised Structural Equation Modelling (SEM) technique to statistically analyse measurement and structural models. The model fit indices indicated that proposed theoretical model is good fit with the data used in study. Confirmatory factor analysis depicted that the data has successfully fulfilled the requirements of reliability, convergent validity and discriminative validity. The results of structural model revealed that green brand image plays significant positive role in building green brand trust, green brand attachment and green brand commitment. Additionally, the results indicated that green brand trust partially mediates the relationship of green brand image with green brand attachment and green brand commitment. It is concluded that green brand image is a significant driver in relationship building process. Additionally, it is also established that building green brand relations lead towards environmental sustainability and conservation of resources.

The Influence of Brand Equity on Consumer Response toward Environmental Product Advertisements

This study reports an examination of the relationship between a three-factor brand equity measure (brand awareness, brand quality, and brand loyalty) and consumer response toward environmental product advertisements for four brands (i.e., Whole Foods, Green Works, Prius, and Volt). An online, digital survey allowed the presentation of television commercials and accompanying response measures including green brand trust, perceived ad claim believability, and attitude-toward-the-ad. Results illustrate significant relationships between brand equity with the green trust and claim believability measures, but not with attitude toward the advertisements. Analysis also illustrated the interrelationships between the response variables and showed of the brand equity dimensions, perceived brand quality, and especially brand loyalty, had significant relationships with the green brand trust and ad claim believability measures. In addition, brand image was a significant factor only for the automobile brands, indicating a possible category effect, where this brand equity factor is relevant. Results suggest that preexistent brand dispositions influence perceived environmental ad believability and trust, critical factors, which have a significant influence on message effectiveness.

Customers’ Intention to Use Green Products: the Impact of Green Brand Dimensions and Green Perceived Value

This study aimed to identify the relationships between green brand dimension (green brand awareness, green brand image, and green brand trust), green perceived value and customer’s intention to use green products. Data was collected through structured survey questionnaire from 384 customers of three hypermarkets in Kuala-Lumpur. Data was analyzed based on multiple regression analysis. The results indicate that there are significant relationships between green brand awareness, green brand trust, green perceived value, and customer’s intention to use green products. However, green brand image was not found to have significant relationship with customer’s intention to use green products. The discussion presented suggestions for marketers and researchers interested in green branding.