Green Brand Research Articles

The impact of green brand trust repair strategies on trust repair after greenwashing: From a brand legitimacy perspective

AbstractAn increasingly worrying trend is enterprises undertaking greenwashing rather than producing actual green products. When such greenwashing behaviours are exposed, green brand trust between enterprises and stakeholders may be damaged, resulting in stakeholders becoming suspicious of these supposedly green brands. Then, enterprises need to adopt several trust repair strategies to repair the damaged green brand trust. We investigated green brand trust repair from a green brand legitimacy perspective and found the following: (1) higher green brand legitimacy suggests the use of considered informational, emotional and corrective repair strategies. (2) Meanwhile, lower green brand legitimacy requires the use of timely informational, emotional and corrective repair strategies. Using the correct set of repair strategies may provide practical and effective approaches for enterprises to repair their brand trust.

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

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

Factors Affect Green Product Purchase Decisions: The Mediating Role of Green Brand Image

Research on environmentally conscious consumer behaviour requires particular attention to Asian markets. Although Vietnam is an Asian developing nation with a noted environmental conscience, little is known about their green product purchase habits and decisions. Thus, the goal of this study is to investigate the factors influencing Vietnamese consumers' decisions regarding purchasing green products. The study evaluates a collection of theoretically proposed hypotheses using a convenience-based methodology. A 30-variable questionnaire was used to gather information from 347 residents. Exploratory and confirmatory factor analyses were used to analyse the data. The suggested theories were tested using structural equation modelling. The findings demonstrated that the customers were eager to support protecting the environment, aware of their environmental duties, and ready to look for information about sustainable goods. Supporting environmental protection, drive for environmental responsibility, green product experience, environmental friendliness of companies, social appeal, and green brand image are all recognised as significant variables that have a direct impact on consumers' decisions to buy green products. Additionally, the study discovered that the association between these factors and decisions to purchase green products is mediated by the image of green brands. By investigating the variables influencing Vietnamese consumers' preferences to buy environmentally friendly goods, this study offers insightful information on green purchasing habits in that country. The findings can help marketers create persuasive green marketing campaigns that highlight the environmental, social, and individual advantages aligned with the brand image linked to purchasing green products. These approaches will have positive impacts on their purchase decisions.

Negative Brand Experiences and Purchase Intention of Green Wall Coating Brands: The Mediating Effect of Brand Identity

The purpose of this study was 1) to explore the impact of consumers' negative experiences with green wall coating brands on the brand identity of wall paint, 2) to analyze the effects of brand identity with green wall coating brands on purchase intentions, and 3) to test the mediating effect of green brand identity. Utilizing a quantitative research approach and simple random sampling technique, this study engaged 402 Chinese respondents aged 18 and older, all of whom had relevant purchase experiences with green wall coating products. The data collected were subjected to Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess model fit, as well as to establish the validity and reliability of the variables used in the study. The findings of this research revealed that all four dimensions of negative brand experience, which include negative functional experience (β =-0.189), negative emotional experience (β=-0.308), negative cognitive experience (β=-0.444), and negative social value experience (β=-0.134), have a negative impact on green brand identity. Additionally, the study confirmed a positive relationship between green brand identity and the intention to purchase green wall coating brands (β=0.655). Finally, the study established that green brand identity acts as a partial mediator between negative brand experiences (negative functional experience, negative emotional experience, negative cognitive experience, and social value negative experience) and the purchase intention of green wall coating brands (β3a=-0.124; β3b=-0.054; β3c=-0.126; β3d=-0.050). In light of these findings, this research provides specific and practical recommendations and improvement strategies for businesses within the green wall coating industry. These insights are aimed at enhancing their services and bolstering their competitive advantage.

Consumer perceived green brand innovativeness and green word-of-mouth intention: the moderating role of green knowledge

Drawing on the Stimuli-Organism-Response (SOR) model, this research explores how consumers’ perceptions of green brand innovativeness promote their green word-of-mouth (WOM) intention. Also, this study investigates the impact of two mediating variables (green competence enhancement and green trust) as well as a moderating variable (green knowledge) on the process above. We conducted a moderated mediation analysis on a sample of 826 participants from China to test our proposed hypotheses. The findings indicate that consumers perceived innovativeness of green brands reinforces green WOM intention directly and indirectly through green competence enhancement and trust. The findings also suggest that the presence of green knowledge influences the direct and indirect association between green brand innovativeness and green WOM by means of enhancing green competence and fostering green trust. These findings address the process of eco-friendly innovation from the perspective of consumers and highlight the significance of identifying factors that moderate the mediated path between the perceived innovativeness of green brands and green WOM intentions. Hence, to enhance consumers’ intention to spread positive green WOM, organizations should devote resources to offering fresh and valuable solutions to meet their needs, boost their self-efficacy and trust in eco-friendly brands, and improve their knowledge.

Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance

Even though environmental values and sustainable branding have garnered much attention in the B2C context, B2B contexts remain relatively less explored. This study introduces a novel synthesis of Signaling theory and Stewardship theory and examines the moderating impact of brand governance on the relationship between green brand identity, consistent communication and channel partner commitment, leading to tactical green marketing orientation. Distinguishing itself from previous research, our approach embraces a multi-perspective lens, delving into the viewpoints of both channel partners and organizations (i.e., managers). Employing an explanatory sequential mixed method design, the first phase involved an empirical survey with 248 respondents (Study 1). Subsequently, the second phase (Study 2) comprised qualitative interviews with 41 respondents. The findings from both studies converged, revealing a positive association between “consistent communication” and “attitude,” a robust connection between “attitude” and “commitment,” and a favorable correlation between “green brand identity” and “attitude,” ultimately leading to a positive relationship between “attitude” and “green tactical marketing orientation". This research significantly contributes to the comprehension of B2B green brand positioning by demonstrating, that in the B2B context, brand governance influences channel partners' commitment and tactical green marketing orientation.

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.

Green Products: Green trust on Green Equity

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

Impact of Urban Air Quality on Total Factor Productivity: Empirical Insights from Chinese Listed Companies

Urban air quality is inextricably linked to the operations of micro-firms. This paper employs the “Qinling-Huaihe” River demarcation as an instrumental variable to construct a regression discontinuity design (RDD) coupled with the two-stage least squares (2SLS) approach. This methodological framework is utilized to investigate the influence of urban air quality on the corporate total factor productivity (CTFP) of publicly listed manufacturing firms from 2015 to 2020. Drawing on the broken windows theory of urban decay and the general equilibrium theory, this research elucidates a significant adverse effect of urban air pollution on CTFP. We rigorously confirm the validity of the RDD by conducting covariate continuity tests and manipulating distributional variables. Furthermore, the robustness of the baseline regression outcomes is substantiated through a series of sensitivity, robustness, and endogeneity checks, employing alternative instrumental variables. The analysis extends to examining the heterogeneity across environmental attributes, regional features, and green branding. The mechanistic investigation reveals that public environmental concerns, financing constraints, and investments in technological innovation serve as mediators in the nexus between urban air pollution and CTFP. Additionally, it is observed that environmental regulation exerts a positive moderating influence, whereas female leadership has a negative impact in this context. The imperative for timely environmental governance is underscored by these findings, which offer crucial insights for policymakers seeking to refine business environment strategies and for corporations aiming to pursue sustainable growth.

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

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

The Drivers of Green Brand Evangelism: The Mediation Role of Green Brand Experience

Objective: While environmentally friendly products and brands are widely available, consumer adoption and usage of these products remain relatively low, highlighting disconnection between pro-environmental values and actual green practices related to green brand. This discrepancy is attributed to biased perceptions toward green brands. This study aims to address the perception bias issue in the relationship between pro-environmental values and behaviors, focusing on green personal care brands. Theoretical framework: Based on Stimulus Organism Response theory combined with Self-Verification Theory, Consumer Culture Theory and Social Exchange theory, this study proposes that individual factors such as Environmental Self-Identity and brand related factors such as Self-Green Brand Connection, Brand Trust, and Green Brand Experience play crucial roles in influencing Green Brand Evangelism with Green Brand Experience acting as a mediator in these relationships. . Method: Utilizing a non-probability purposive sampling approach, data was collected from 404 respondents through an online questionnaire using a 1-7 Likert scale. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed for data analysis. Results and conclusion: The findings of this research indicate that Green Brand Experience significantly mediates the impact of Environmental Self-Identity, Self-Green Brand Connection, and Brand Trust, on Green Brand Evangelism. This study represents a pioneering effort in examining the influence of Environmental Self-Identity on Green Brand Experience and Green Brand Evangelism. And the first attempt in investigating the mediating role of Green Brand Experience in shaping Green Brand Evangelism. This research contributes to a better understanding of how social-constructed green brand experiences can foster Green Brand Evangelism among consumers.

Investigating the sustainability of the tourism industry through consumer intention to purchase electric three-wheelers: the case of Sri Lanka

Purpose In the realm of tourism and sustainability, transportation and mobility hold a crucial position. Among the green product categories, three-wheeled electric vehicles have gained significant attention due to their environmental benefits. However, research on consumers’ intentions to purchase these vehicles is limited, particularly in Asian destinations like Sri Lanka. This study aims to bridge this gap by examining the direct and indirect impacts of green brand awareness, green brand associations and green perceived quality of local Sri Lankans’ intention to choose branded electric three-wheelers in future purchase decisions. Design/methodology/approach A questionnaire survey garnered 400 usable responses, and structural equation modeling was used to test hypotheses. Findings The results indicate that green brand awareness, green brand associations and green perceived quality have a direct positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions and green trust. Also, green trust has a positive and significant direct effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions. Furthermore, the results indicate that only green brand associations and green perceived quality have an indirect positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions through green trust. Originality/value This research contributes to the tourism industry and other sectors involved in sustainability efforts in several ways. First, it emphasizes the importance of fostering positive associations with eco-friendly attributes and perceived product quality to build consumer trust and influence their purchase intentions for green products. Second, the study underscores the relevance of highlighting eco-friendly product attributes to stimulate consumer interest and adoption of green products. Finally, it theoretically underscores the significance of building trust through transparent and credible sustainability initiatives.

Impact of green packaging design on green purchase intention

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

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.

Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study

ABSTRACT This study explores the impact of green marketing tools (green advertising and eco-labelling) and green motives on green purchase intention, subsequently enhancing green satisfaction and WOM, with brand experience as a moderator. Data from 391 participants in China and 337 in India were analyzed. Findings reveal (a) green marketing tools positively affect green brand image and trust, (b) green brand image and trust mediate the relationship between green marketing tools, motives, and green purchase intention, (c) green purchase intention brings greater satisfaction and WOM, and (d) brand experience moderates the relationship between green brand image, trust, and green purchase intention.

A Systematic Literature Review and Bibliometric Analysis of Green Brand Image From 2000 to 2022

The growing scholarly attention on green brand image may be traced to the prevailing trend of organisations and customers increasingly prioritizing environmental sustainability. In order to assist these scholars, our research offers a bibliometric examination of the body of literature pertaining to the green brand image spanning the years 2000 to 2022. The Scopus database screen is used to locate publications categorized by year, papers with the highest number of citations, authors with the highest productivity, countries, and organisations. The programme known as Vos viewer is designed to analyse co-authorship, inter-country co-authorship networks, and the incidence of keywords. The bibliometric study reveals that in 2017, there was a significant increase in the publishing of publications focused on green brand images. The paper titled "The Impact of Marketing on Consumer Purchase Decisions in the Context of Pro-environmental Products" is widely cited. Chen Y-S, a very active researcher from The Chinese University of Hong Kong, is the most prolific author in the field of green brand image. The Journal of Cleaner Production, Environment Development and Sustainability, published by Elsevier, and Sustainability (Switzerland), published by MDPI, have the highest number of papers on green brand image. This analysis provides guidance to researchers entering the field of green brand image by presenting information on renowned journals, authors, organizations, and nations in the field of environmental sustainability, as well as commonly used keywords in studies on green brand images.

Customer engagement according to the relationship between the green brand and marketing enrichment strategies

هدف البحث الى اختبار تأثير استغراق الزبون في استراتيجيات الاثراء التسويقي من خلال الدور الوسيط للعلامة التجارية الخضراء في شركة بغداد للمشروبات الغازية والتي تعد من الشركات الصناعية الرصينة المدرجة في سوق الأوراق المالية العراقي، اذ تمثلت مشكلة البحث بعدد من التساؤلات بهدف التعرف على الأطر الفكرية والتطبيقية لمتغيراتها فضلاً عن الاهتمام بتطبيق متغيرات البحث في واحدة من اهم الشركات الصناعية العاملة في القطاع الصناعي العراقي الخاص. اذ تم اختيار الشركة وبعض من مراكز مبيعاتها المنتشرة في محافظة بغداد ميداناً للتطبيق، واختيرت عينًة البحث العشوائية المكونة من (215) شخص من افراد الشركة ومراكز المبيعات التابعة لها، وتم اعتماد أداة الاستبانة كأداة الحصول على البيانات التي تم اِعدادها اٍستناداً الى بعض من المقايْيس الجاهْزة بعد اخضاعها من قبل الباحثين الى اختبارات الصدق والثبات، كما تضمن البحث استخدام البرنامج الإحصائي الجاهز (SPSS v22) في ادخال وتحليل بيانات البحث، و (AMOS V.23) لتحديد مسارات إنحدار العلاقة بين أبعاد البحث، وتوصل البحث الى مجموعة استنتاجات اكدتها صحة الفرضيات وكان أهمها وجود علاقة طردية وتأثير ذا دلالة معنوية لاستغراق الزبون في استراتيجيات الاثراء التسويقي يزداد بشكل ملحوظ من خلال توسط العلامة التجارية الخضراء.

The Influence of Celebrity Endorsement, Green Brand Image and Green Product Quality on Decisions to use Sharia Banking Product

This research aims to analyze the influence of Celebrity Endorsement, Green Brand Image, and Green Product Quality on Decisions to Use Sharia Banking Products. The population in this study who had used sharia banking products. Sampling used Non-Probability sampling with Purposive Sampling technique, with a sample size of 120 respondents. The data analysis method in this research uses the Partial Least Square (Smart-PLS) program version 3.0. The research results prove that (1) Celebrity Endorsement has a positive and significant effect on Using Decisions, (2) Green Brand Image has a positive and significant effect on Using Decisions, and (3) Green Product Quality has a positive and significant effect on Using Decisions.

Green Consumer Behavior of Sports Enthusiasts on TikTok-An Analysis of the Moderating Effect of Green Concern.

The short-form video platform TikTok has become highly popular. This study explores how professional sports teams can effectively leverage short-form videos to promote green values such as environmental conservation and sustainable development, thereby capturing user attention and enhancing user engagement. This study primarily aimed to investigate the effects of a green brand image on green word of mouth (WOM), customer stickiness, and consumer purchase intention, with further examination regarding the moderating effect of green concerns on these relationships. Few studies have explored the presence of professional sports teams on TikTok, particularly in the context of green issues. Accordingly, this study adopts a novel method to develop specific and actionable recommendations for professional sports teams who have a presence on social media. Additionally, via the application of the Stimulus-Organism-Response theory, this study explains how the green brand image presented by professional sports teams on TikTok influences the interactive relationships among green WOM, customer stickiness, and consumer purchase intention. This study recruited 600 individuals who were either fans of the Taipei Fubon Braves, which is a team in Taiwan's professional basketball league P.LEAGUE+, or fans of other teams. After a confirmatory factor analysis, structural equation modeling was used to test the hypotheses. The results indicate positive correlations in all tested paths. The green concern of the Taipei Fubon Braves' fans moderated the relationship between green WOM and purchase intention; however, this moderating effect was not identified among the non-Taipei Fubon Braves fans. These findings introduce innovative concepts to the field of marketing, contributing substantially to both practical applications and academic research.

The Effect of Green Brand Knowledge and Environmental Concern on Green Purchase Intention Through Attitude Toward Green Brand in Tupperware

The general people are well aware of the necessity of environmental protection. Many companies have formed to operate enterprises that provide ecologically friendly items. The purpose of this study is to look at how green brand awareness and environmental concern, as mediated by attitudes toward green brands, impact green purchase intentions for Tupperware goods on the Indonesian island of Java. Descriptive, multiple regression and Sobel tests were used to analyze the data. This study included 120 respondents selected using non-probability sampling procedures. Empirical findings validate the seven specified research hypotheses. Research findings show that green brandnknowledge and environmentalcconcern influence greennpurchase intention, then attitude toward green brand does not influence greennpurchase intention, and attitude towarddgreen brandddoes notmmediate the influence of green brand knowledgeeand environmental concern on green purchase intention. It is also hoped that the results of this research will be useful in helping develop strategic policies related to the environment to increase purchasing intentions.