Green Brand Research Articles

How to establish customers’ green brand relationships and behaviors: from green consumption consciousness perspectives

PurposeThis study aimed to understand how the consumer–green brand relationship affects the behavior of consumers of e-commerce platforms for smallholder farmers; it did so by formulating and testing a framework based on social identity perspective.Design/methodology/approachStructural equation modeling was applied to data from 532 questionnaire responses.FindingsAll hypotheses were supported. Customers’ environmental consciousness, green brand consciousness and green brand self-expression strongly affect green consumption consciousness. The effect of environmental consciousness on green brand identification is stronger than that of environmental consciousness on green brand consciousness and that of green brand self-expression on green brand identification.Practical implicationsSuggestions for managing green brands on e-commerce platforms for smallholder farmers and references for strategizing are also provided.Originality/valueThis study accounts for a wide range of antecedents of green consumption consciousness based on a social identity perspective. This study is the first to elucidate how green consumption affects the e-commerce branding of green smallholder farmers.

THE EFFECT OF GREEN MARKETING MOTIVATION FACTORS ON CONSUMERS' PURCHASE INTENTION THROUGH THE MEDIATING ROLE OF GREEN BRAND TRUST TO COUNTER GREENWASHING

This study examines the influence of green marketing motivational factors on Algerian consumers' purchase intentions, specifically focusing on the mediating role of green brand trust in mitigating greenwashing's impact. The research, conducted in Maghnia, a city on the western border of Algeria, surveyed 262 consumers using a structured questionnaire. Analyzing the data using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study reveals that green brand trust acts as a critical mediator between green marketing factors and purchase intentions. It finds that positive reception of green advertising and a strong green brand image significantly enhance green brand trust, which in turn, strongly influences consumers' intentions to purchase green products. Further analysis demonstrates that while non-deception and transparency do not directly impact green brand trust, they act as important moderators, enhancing the link between green advertising reception and trust. Notably, the study highlights the pervasive issue of greenwashing in Algeria, demonstrating how misleading environmental claims undermine consumer trust and purchase intentions. The study underscores the need for companies to prioritize genuine environmental efforts and ethical marketing practices to build lasting consumer relationships. Furthermore, the research emphasizes the importance of promoting environmental awareness among consumers through education programs and awareness campaigns, as well as strengthening environmental legislation to prevent deceptive practices. By understanding the complex relationship between green marketing factors, green brand trust, and purchase intentions, this study offers valuable insights for developing sustainable consumption patterns in developing economies while mitigating the negative effects of greenwashing.

Perceived Greenwashing and Its Impact on the Green Image of Brands

In contemporary society, the growing attention paid to environmental protection and sustainable development has led to an increasing demand for green products. To meet this demand, companies have widely adopt green marketing strategies aimed at attracting consumers through environmental attributes. However, the phenomenon of “greenwashing”, where companies exaggerate or mislead the public about their environmental actions, undermines consumer trust and damages brand reputation. This study explores the impact of brands’ green marketing strategies on consumers’ perception of greenwashing and green brand image through in-depth interviews and surveys. Initially, four key dimensions of brand green marketing were identified through interviews with 40 experts and industry stakeholders: products and services, communication, relationships and interaction, and commitment and values. Subsequently, data from 325 valid survey responses were collected online, and the hypotheses were tested using factor analysis and structural equation modeling. The results indicate that communication, relationships and interaction, and commitment and values effectively reduce greenwashing perception and, through this mediation, influence green brand image. This finding underscores the importance of brands avoiding false advertising in green marketing and ensuring the authenticity of their environmental information to maintain and enhance their green image.

Greenwashing and the purchase behavior toward electric motorbikes: The role of eco-literacy

ABSTRACT Nowadays, due to the increasing green trends, numerous businesses in the automobile industry adopt greenwashing as a primary strategy to appear environmentally conscious, despite their production processes like manufacturing lithium-ion batteries, which are causing significant environmental pollution. By combining three theories as signaling, legitimacy, and psychological contract, the study focuses on solving the previous research gaps when examining the influence of greenwashing (GW), green brand image (GBI), green skepticism (GS), green confusion (GC), perceived betrayal (PB), eco-literacy (EL) on the purchase intention (PI) towards electric motorbikes among Vietnamese consumers. The study employed a convenient random sampling method with a sample size of 535 consumers in Vietnam. A quantitative research method and Structural Equation Modeling (SEM) approach were used to analyze the data using SmartPLS software. The findings reveal that GW significantly influences the PI, and GBI, GS, GC, and PB partial mediate the correlation. Additionally, the study discovered the significant moderating role of GW in the correlation between GW to PI, GW to GS, and GW to PB. Based on the findings, the managers can apply marketing strategies to encourage consumers’ purchase intention and avoid greenwashing activities. Then, the theoretical implications and directions for future research have been proposed.

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image

Mapping the landscape of green banking strategies: a bibliometric approach

IntroductionGreen banking (GB) strategies are a set of financial practices and activities implemented by banks to encourage sustainability, environmental responsibility, and low-carbon impact. This bibliometric study examines the present state of research in this field by utilizing the Scopus database for data retrieval and VosViewer for network analysis.MethodA total of 149 researches were retrieved from the Scopus and analyzed using the VosViewer software following the PRISMA guidelines. The study examines year-by-year publication patterns, top-cited articles, contributing countries, journals, co-citation analysis of authors, and co-occurrence analysis of keywords.ResultStrategies such as online banking, solar ATMs, construction of green buildings, and making provisions for green loans are identified as the key GB strategies that can be adopted by the banks. Furthermore, the fundamental challenges banking organizations encounter while implementing GB strategies are underlined.DiscussionThe study suggests that “green brand image,” “green audit,” “environmental economics,” and “carbon footprint” can be considered as an area of interest in future. The study provides researchers, policymakers, regulators, and financial institutions with valuable insights by presenting the current state of green banking research and identifying emerging areas for further exploration. These findings will help others to discover the areas of interest in GB and advancing sustainable finance practices that can foster environmental responsibility in the financial sector.

Economic and Environmental Implications of Introducing Green Own-Brand Products on E-Commerce Platforms

This paper examines the impact of introducing a green own-brand product on an e-commerce platform, the incumbent competing sellers, and the environment. We develop a stylized model wherein a green seller and a non-green seller directly sell products to consumers through an e-commerce platform. The platform has the option to introduce its own-brand product and sell it within its marketplace. In scenarios where no brand introduction occurs, only two incumbents compete in the marketplace. However, with the introduction of the platform’s own brand, three products compete in the marketplace. Our findings reveal several noteworthy results. Firstly, the introduction of the platform’s own brand may diminish its profit, even when there are no development costs associated with the brand. Particularly intriguing is the observation that the platform’s profit may decrease as the product greenness of its own brand increases. Secondly, under certain conditions, both incumbent sellers can experience improved outcomes with the introduction of the platform’s green brand. Thirdly, while the platform’s green brand introduction does not invariably enhance the supply chain’s environmental performance, it may diminish it in instances where the base demand for the platform’s own brand is substantial and the eco-friendliness of the brand falls within a mid-range spectrum.

Uncovering green brand equity and word-of-mouth intentions in Vietnam

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.

Exploring the role of green brand extensions and greenwashing in the fashion industry

ABSTRACT Consumers’ increasing awareness of sustainability is reshaping consumption patterns, prompting fashion companies to adopt environmentally friendly initiatives. Certain fashion companies opt for brand extensions, whereas others create entirely new brand lines. Some companies even turn to greenwashing, conveying unsubstantiated claims about the eco-friendliness of their products. This study explored the combined influence of brand strategy (brand extension versus new brand name) and the presence/absence of greenwashing claims on a fictitious fashion brand company’s website on consumers’ purchase intentions. The results of our 2 × 2 between-subjects experiment show a significant interaction effect, highlighting that greenwashing significantly and adversely influences purchase intentions when fashion companies choose to use a new brand name for their innovative sustainable fashion clothing line. This study contributes valuable insights into consumer responses to different brand strategies and greenwashing in the pursuit of sustainable fashion choices.

Impact of Environmental Concern on Green Purchase Intention: The Role of Green Brand Knowledge

Impact of Environmental Concern on Green Purchase Intention: The Role of Green Brand Knowledge

Effect of green integrated marketing communication on green purchase intention in indian banking sector

ABSTRACT Despite its size and numerous technical advancements toward eco-friendliness, the Indian banking industry has not effectively communicated its green initiatives to its customers, which has led to a lower level of awareness and misconceptions about green banking. Communication gap, lack of Green Brand Image, reduced Green Brand Equity, lack of Awareness, are amongst several reasons why the outcome of green outreach by banks is not as expected. The originality of this study is to bring out antecedents of a new construct viz Green integrated Marketing Communication (GIMC) and to study the effect of GIMC on Green Brand Awareness (GBA), Green Brand Image (GBI), Green Brand Equity (GBE) and Green Purchase Intention (GPI). Data collected through 432 samples was analyzed by Statistical Package for the Social Sciences and AMOS. Findings revealed positive relationship between the constructs: GIMC, GBE, GBI, GBA and GPI. It was found that, Green Brand Awareness and Green Brand Image plays the role of a partial mediator, in the existing relationship between Green integrated Marketing Communication and Green Brand Equity. Moderating effect of education level of consumers was also found to have positive relation between Green Brand Equity and Green Purchase Intention.

Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image

This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion "Promotion of customer awareness" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.

Drivers of green persistence intentions in an authentic green brand, moderating role of green self-efficacy

Drivers of green persistence intentions in an authentic green brand, moderating role of green self-efficacy

The Influence of Electronic Word of Mouth, Customer Perception and Green Brand Image on Green Purchase Decision with Mediation of Green Attitude on Products Local Green Coffee Shop

This research was conducted to determine the perceptions and attitudes of the public from purchasing products at the Local Green Coffee Shop. Through the variables of Electronic Word Of Mouth, Customer Perception, Green Brand Image to Green Purchase Decision which is mediated by Green Attitude on local green coffee shop products. The object of this research is someone who is active in social media and transacts at a local Green Coffee Shop, domiciled in Jabodetabek, Bandung, Surabaya and Bali. This research was conducted by 125 respondents. This study uses purposive sampling techniques to measure the perceptions and attitudes of the sample. The Structural Equation Model (SEM) was used along with the SmartPLS 4.0 analysis tool. The results showed that Electronic Word Of Mouth has a positive and significant effect on Green Purchase Decision; Customer Perception has a positive and insignificant effect on Green Purchase Decision; Green Brand Image has a positive and significant effect on Green Purchase Decision; Green Attitude positively and significantly mediates the relationship between Electronic Word Of Mouth and Green Purchase Decision; and Green Attitude positively and insignificantly mediates the relationship between Customer Perception. The findings of this study are expected to serve as a reference for coffee shop owners and teenagers who want to establish a Green Coffee Shop.

Shaping consumer choices: The power of green brand knowledge, trust, and social responsibility

Shaping consumer choices: The power of green brand knowledge, trust, and social responsibility

Pengaruh Strategi Green Marketing, Green Product dan Green Brand terhadap Keputusan Pembelian Produk Kecantikan Ramah Lingkungan

The beauty industry is a sector that continues to grow and plays an important role in the global economy. This phenomenon is driven by increasing consumer awareness of personal appearance and skin care. However, along with this growth comes concern over the beauty industry's negative impact on the environment and human health. To overcome these challenges, the concept of sustainability has become the main focus for beauty companies. One company in the beauty sector is The Body Shop, which has long been one of the pioneers in the beauty industry which is committed to sustainable and environmentally friendly principles. This research aims to find out and analyze the influence of green marketing strategies, green products and green brands on purchasing decisions for environmentally friendly beauty products (study at the body shop Mojokerto). The research method used in this research is a quantitative research method using SPSS software. This research is descriptive research. The sampling technique used is Probability Sampling using the Simple Random Sampling method. Data collection in this research used questionnaires from 110 respondents from The Body Shop consumers whose addresses were in Mojokerto. The data analysis method in this research uses validity testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this research show that green marketing strategies do not have a positive and significant effect on purchasing decisions, green products have a positive and significant effect on purchasing decisions, green brands have a positive and significant effect on purchasing decisions. Green marketing strategies, green products and green brands simultaneously influence purchasing decisions.

Green Branding in Fast Fashion: Examining the Impact of Social Sustainability Claims on Consumer Behavior and Brand Perception

Green Branding in Fast Fashion: Examining the Impact of Social Sustainability Claims on Consumer Behavior and Brand Perception

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.

Should “green information” be interactive? The influence of green information presentation on consumers’ green participation behavior for driving sustainable consumption of fashion brands

Consumers use social platforms to communicate and share green information and emotions around hot topics of environmental improvement, and online green interactions drive consumers from environmental concern to green consumption, ultimately triggering green consumption behaviors. How fashion brands can effectively communicate green messages and lead consumers to participate in green marketing has become an important concern. Thus, the objective of our research is to explore the Influence of green information presentation on consumers’ green participation behavior for driving sustainable consumption of fashion brands. The connotation and dimensions of green information presentation (GIP) for fashion brands were defined based on the Information-Community-Action (ICA) classification, literature reviews and case study analysis, and develops and validates a measurement scale of GIP in this research. The influence mechanism of green information presentation of fashion brands on consumers' green participation behaviors was analyzed and explained by structural equation model based on the SOR theoretical model and cognitive-emotional system theory (CAPS), and which empirically tested and verified with 477 valid responses. The results show that the relationship-building and behavior-guiding green messages presented by fashion brands can influence consumers' green participation behavior directly or indirectly through stimulating consumers' internal cognition and emotion. Information-providing green messages influence green engagement behavior through influencing consumers' perceptions. Moreover, green brand emotions have a greater impact on consumers' green involvement behavior than green brand perceptions, and consumers with high green involvement are more willing to learn about green information presented by fashion brands. The findings are useful addition for previous research results which have mostly studied participatory behavior from an overall perspective, and contribute to sustainable consumption behaviors of consumers and the promotion of sustainable development of fashion brands.

The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

Purpose The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments. Design/methodology/approach This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling technique, partial least squares structural equation modelling was employed to yield significant insights. Findings The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding. Research limitations/implications This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments. Originality/value This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.