Green Brand Research Articles

Analysis the Effect of Green Brand Knowledge and Consumer Perceptions Toward Purchase Intention on Green Products in the Pandemic Era

The back to nature trend is in great demand by various groups in Indonesia, especially in choosing products, especially tumblers. The purpose of this study is to determine and analyze purchase intention on green products, especially tumbler products in the pandemic era. This research was conducted in the city of Bandung. The research method uses quantitative methods with descriptive and verification analysis. The research population is the population of the city of Bandung. The number of research samples is 100 respondents, with the sampling method using simple random sampling. Data analysis using path analysis. The results of the study explain that green brand knowledge affects consumer perceptions. Consumer perceptions has effect on purchase intention on green products in the pandemic era. However, based on research shows that Green Brand Knowledge has direct and indirect effect on Purchase Intention. the direct influence value is 0.104 and the indirect effect is 0.439. This explains that indirectly Green Brand Knowledge through Consumer Perception has a significant influence on Purchase Intention

Analysis the Effect of Green Brand Knowledge and Consumer Perceptions Toward Purchase Intention on Green Products in the Pandemic Era

The back to nature trend is in great demand by various groups in Indonesia, especially in choosing products, especially tumblers. The purpose of this study is to determine and analyze purchase intention on green products, especially tumbler products in the pandemic era. This research was conducted in the city of Bandung. The research method uses quantitative methods with descriptive and verification analysis. The research population is the population of the city of Bandung. The number of research samples is 100 respondents, with the sampling method using simple random sampling. Data analysis using path analysis. The results of the study explain that green brand knowledge affects consumer perceptions. Consumer perceptions has effect on purchase intention on green products in the pandemic era. However, based on research shows that Green Brand Knowledge has direct and indirect effect on Purchase Intention. the direct influence value is 0.104 and the indirect effect is 0.439. This explains that indirectly Green Brand Knowledge through Consumer Perception has a significant influence on Purchase Intention

Determinants of Green Purchase Intention: The Roles of Green Enjoyment, Green Intrinsic Motivation, and Green Brand Love

This study investigated the relationship among green enjoyment, green brand love, green intrinsic motivation, and green purchase intention. Data were collected from 26 August to 16 September 2022, through a questionnaire survey distributed online, and quantitative instruments were applied to analyze the data. A total of 302 randomly selected samples from consumers with experience of green consumption were analyzed. The data were analyzed using descriptive statistics and confirmatory factor analysis. The results revealed that the content, discriminant, and convergent validity and reliability of the model were satisfactory. Global model analysis of green intrinsic motivation revealed acceptable results. Moreover, structural equation modeling indicated a satisfactory model fit to the standard sample data. Finally, the study revealed that green intrinsic motivation positively influences green enjoyment, green brand love, and green purchase intention. Green enjoyment positively affects green brand love and green purchase intention. Furthermore, green enjoyment and green brand love mediate the positive relationship between green intrinsic motivation and green purchase intention.

The Relationship Between Brand Positioning, Attitude Knowledge and Green Brand Purchase Intention in Thailand

This study examined the relationship between brand positioning, attitude and knowledge, and green brand purchase intention among Thai consumers. Closed-ended questionnaires (Likert's Rating Scale) were used to collect data through the online survey and convenience sampling from a valid 335 sets of responses. The demographic characteristics were analysed using SPSS Version 27. The hypotheses were analysed by adopting the Partial Least Square Structural Equation Model (PLS-SEM). The findings confirmed the significant relationship between brand positioning and green product purchase intention through the mediating role of attitude and knowledge. This study may help business owners and green product marketers improve their marketing management by responding to the needs of green product consumers. Therefore, green product sellers should focus on green brand positioning, customers’ attitude, and knowledge about green products. Moreover, the results could be incorporated into green product marketplace strategies to enhance purchase intention via brand positioning, customers’ attitude, and knowledge about green products. The additional qualitative study, such as interviews and focus groups should be explored insight into factors such as digital marketing, customer relationship marketing (CRM), and brand image for further study.

Scarabaeus Sacer: an iconic green brand advocating sustainability in the era of digital economy and connectivity

Learning outcomes Learning outcomes can only be achieved through using case-based pedagogy. Instructors must encourage students to dive deeply into the case dilemma, so they are able to engage with the case objectives and questions, applying the appropriate theory. By doing so, students can provide solutions based on five core objectives. These are the objectives that students should learn after completing the case discussion: ■ Critique the marketing activities for implications of global branding. ■ Understand the turnaround strategies in the context of the digital economy and COVID-19 crisis to build a global brand and drive B2C customers from awareness and advocacy. ■ Suggest a map of traditional and digital marketing strategies to enhance the company’s efficiency and effectiveness. ■ Discuss the three main sources of influence marketers can implement to drive customers from awareness to advocacy across the customers’ path. ■ Discuss the application of the UN 17 SDGs practices in today’s fashion industry. Case overview/synopsis In 2018, Ali El Nawawi and Mai Kassem decided to start up the Scarabaeus Sacer brand to take their passion for social and human development and create ethical fashion streetwear. Scarabaeus Sacer was an Egyptian brand that sold 100% organic Egyptian cotton fashionable streetwear, and the core mission of the fledgling company was “promoting Egyptian organic cotton textiles with a premium quality globally” (Al Nawawi, 2021). While Scarabaeus was mainly guided by the well-being, sustainability, and mental health goals of the UN Sustainable Development Goals (SDGs) numbers 3, 8, 11 and 12 (good health and well-being; decent work and economic growth; sustainable cities and communities; and responsible consumption and production), their position as an advocacy brand was only beginning to be understood by their customers in Egypt. With the rapid increase of e-commerce during the COVID-19 crisis and their previous international experience, the co-founders wanted to achieve their mission of building a global brand that promotes Egyptian organic cotton and sustainability while offering unique designs of fashionable streetwear. To achieve this mission, the co-founders El Nawawi and Kassem faced major decisions related to marketing strategies at the beginning of 2020. These included how to build global brand awareness and brand advocacy for well-being, sustainability and mental health with a special focus on penetrating new markets (namely, Europe and the USA) to stock their products on e-commerce platforms and advocating their cause and increase their sales. Complexity academic level This case is suitable for graduate-level marketing courses in which it allows students to engage with classical marketing strategies, digital marketing, global branding, communication, media and sales within a management framework. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Pengaruh Green Product, Green Advertising, Dan Green Brand Image Terhadap Keputusan Pembelian Dengan Consumer Attitude Sebagai Variabel Mediasi

The objectives of this study were to determine the effect of green product attributes on purchasing decisions mediated by consumer attitude, to determine the effect of green advertising on purchasing decisions mediated by consumer attitude, to determine the effect of green brand image on purchasing decisions. mediated by consumer attitude, and knowing the effect of consumer attitude towards purchasing decisions. This study used a quantitative approach with an associative design. The data collection technique used in this study was questionnaire distribution. Hypothesis testing in this study was carried out using path analysis with the help of SPSS and mediation analysis with SPSS macro PROCESS version V3.0 (Hayes, 2013). The results showed Consumer Attitude significantly mediates the effect of green product attributes on purchasing decisions, Consumer Attitude significantly mediates the effect of green advertising on purchasing decisions, Consumer Attitude significantly mediates the effect of green brand image on purchasing decisions, and Consumer attitude has a positive and significant effect on purchasing decisions.

The Effects of Chinese Consumers’ Brand Green Stereotypes on Purchasing Intention toward Upcycled Clothing

Due to environmental concerns, an increasing number of Chinese consumers have begun to resist fast fashion, promoting cheap and lower quality materials with a short lifetime. A shift from a linear economic model to a circular fashion has become an urgent issue for the industry. To examine how brand stereotype affects consumers’ purchasing intention toward upcycled fabric clothing, this study adopted a grounded theory approach to develop the dimensions of brand stereotypes, including product, manufacturing process, service, and communication. Furthermore, a theoretical model was constructed incorporating brand stereotypes, brand green trust, fashion consciousness, and green consciousness. Results from structural equation model analysis indicated that (1) each dimension of brand stereotypes had a significantly positive impact on behavior intention, and especially product and service image have the most influence; (2) brand green trust mediated the relationship between brand stereotypes and buying intention, and (3) green consciousness positively moderated the relationship between brand stereotype and trust, whereas brand warmth in communication and trust was moderated negatively by fashion consciousness. The findings offer implications for the implementation of the green branding strategy, brand positioning, and cultivating consumers’ green awareness to improve market acceptance of upcycled fabric clothing.

Being “green” to trust and continue in a global pandemic

PurposeGiven the severe impact of coronavirus disease 2019 (COVID-19) on bank business activities, this study aims to examine how green brand image and online trust affect customers' continuance intention (CI) under the boundary condition of perceived effectiveness of e-services (PEES).Design/methodology/approachAn extensive review of the green marketing perspective was conducted to identify the incremental contributions of the current study (e.g. extensions of online trust and PEES). The authors used the common questionnaire survey strategy for the data collection while applying the partial least squares technique for further analyses.FindingsUsing data from 460 bank customers, the findings indicated that online trust positively mediates the relationship between green brand image and CI under the moderating effect of PEES. At high levels of PEES, online trust exerts strongest effect on customers' CI.Research limitations/implicationsThis study responds to the emerging call for understanding the PEES role, under which online trust leads to CI in the context of the global pandemic.Practical implicationsThe authors provide bank managers with a helpful extension of green marketing with PEES to manage online trust and customer intention, thereby increasing the managers' strategic effectiveness.Originality/valueThe current study explores the moderating role of PEES that plays in the green brand image, online trust and CI relationships, in responding to the pandemic situation.

The Role of Skepticism and Transparency in Shaping Green Brand Authenticity and Green Brand Evangelism

Green brand evangelism builds an important psychological and behavioral basis on promoting the positive interaction between green brands and consumers, as well as on realizing the co-creation of green brand value. This study selects brand authenticity issues as the entry point and investigates brand authenticity on green brand evangelism. In particular, this study tests the effects of green transparency and green skepticism on brand authenticity, as well as the role of self-brand connection and the need for cognition on the relationship between brand authenticity and green brand evangelism. With a sample of 641 Chinese respondents of green building materials, the dimension and scale of green brand evangelism were acquired by utilizing the grounded theory, and the hypothesized relationships were tested by employing structural equation modeling. The findings suggest that green transparency and green skepticism yield an influence on brand authenticity, and brand authenticity exerts a great influence on green brand authenticity. Moreover, brand authenticity positively affects self-brand connection, which in turn positively influences green brand authenticity, and the relationship between brand authenticity and green brand evangelism is regulated by the need for cognition.

The Influence of Strategic Marketing Decisions on Customer Purchasing Decisions for Green Products

Abstract Nationally and internationally, indiscriminate consumption patterns have caused significant problems, requiring an increase in customer purchasing intentions and attitudes toward choosing green products. This article aims to identify the strategic marketing decisions that influence positive customer purchase intentions toward green products. It covers the research problem of distinguishing the impact of strategic marketing decisions on increasing a customer’s favourable purchasing intentions toward green products. Data is collected for this purpose using the survey approach, which involves distributing a well-designed questionnaire to individuals. According to the findings of this study, there is a positive correlation between the variables of environmental awareness, environmental preferences, green brand image, and green product loyalty with customer purchase intentions. Nevertheless, environmental preferences and green brand image are significant in relation to customers’ intention to purchase green items.

Pengaruh green advertising, green brand trust, dan sikap pada green product terhadap green purchase intention

The environment is currently of concern because it has been damaged, this is greatly influenced by human life so that it encourages changes in consumer behavior to become more aware of the environment and interested in buying green products. This study aims to determine and analyze the role of attitude as a mediator and the effect of green advertising, green brand trust and attitudes towards green purchase intention. Data collection instruments used a questionnaire and obtained a sample of 118 respondents using a purposive sampling technique. Data were analyzed using descriptive and quantitative statistical analysis. Research using PLS-SEM analysis tools using the Smart PLS software program 3.2.8. The results showed that green advertising, green brand trust and attitude towards green product variables had a significant and positive influence on green purchase intention and green product attitude variables fully influenced the green advertising variable, green brand towards green purchase intention.

An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

AbstractThis article examined and measured corporate social responsibility's (CSR) affection for green brand equity in the banking sector based on customer perception in the emerging market. The findings showed the importance of CSR in creating overall green brand equity through green brand association, green brand satisfaction, and green brand trust. The research results contribute significantly to expanding the corporate social responsibility theory. Moreover, managers can consider the research findings to develop strong green brand equity in customers' perception by promoting positive social responsibility activities and programs to increase interaction, satisfaction, and trust of customers towards green product brands. However, the research has several limitations, especially in geographical sampling size and sampling techniques.

Research on the Mechanism of Collaborative Value Co-Creation of Enterprise–Science Community: A Case Study Based on the Green Brand Maoduoli

With the rapid increase of market competition pressure, enterprises’ collaborative innovation plays a more prominent role in competitive advantage. This paper aims to explore how the enterprise–science community can achieve sustainable collaborative value co-creation. Taking the Maoduoli Group as a sample, using the single case study method and grounded theory, a structural model of the enterprise–science community collaborative value co-creation mechanism is constructed. The proposed model is based on the value logic of “advocating value—creating value—delivering value—acquiring value”, which explains how the enterprise–scientific community collaborative value co-creation model is formed, how it is implemented, how it is delivered to customers, and the overall process of jointly harvesting value at last. The findings are as follows: First, government support, market demand, and entrepreneurial spirit are the internal and external factors for the enterprise–science community to develop collaborative value co-creation; secondly, the synergy mechanism of the enterprise–science community is to realize mutual activities such as joint research and development, a joint publication of papers, sharing of research results, joint research and development activities, and joint teaching practice through means of capital investment, concept support, and technical support. Third, the synergy mechanism of the enterprise–science community can realize the value of the economic and scientific research and the ecological and social benefits (narrow sense), and continuously feed back to further promote a deeper level of collaborative value co-creation of the enterprise–science community. This paper introduces the dimension of the scientific community, forms a special construct, and focuses on the collaborative value co-creation model of the enterprise–scientific community, which fills the gap in this research direction, and also provides theoretical support and practical guidance for the collaborative value co-creation model of the enterprise–scientific community.

A Country's Green Brand and the Social Responsibility of Business

Recently, the topic of carbon neutrality has been gaining momentum. Such trends are mainly related to the adoption of important global agreements, such as the European Green Deal, as well as the implementation of the Sustainable Development Goals. Such trends have a positive effect on countries, but in such situations, states must quickly respond to the challenges and needs of the world and have an understanding of how to respond to these trends. To date, there are many ratings that can be used to form a portrait of a country (investment, social, environmental, etc.), but currently the rating of the green brand of a country is becoming more relevant. There are problems regarding its improvement and filling, yet this is a new evaluation of a country for this period of time. It is relevant today to study the nature and architecture of the concept of a green brand, as well as the search for the main determinants of its impact. The purpose of the article is to analyse publications in order to identify patterns in the development of the green brand and the social responsibility of business. The article provides a bibliometric analysis of research in the field of green branding and corporate social and environmental responsibility. The authors selected more than 10,000 works published in 2000–2021 indexed by the scientometric databases Scopus, Web of Science and Google Scholar. Using VOSviewer, the results of the bibliometric analysis were visualized on the definition map. This made it possible to identify seven clusters that combine 58 terms. As a result of the research, using the constructed bibliographic map, the connection between the terms ‘green brand’ and ‘corporate social responsibility’ was revealed.

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern.

This study explores whether and, if so, how efficiently consumers' greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, and GTR, which would positively influence GBE, except for the GW-GSA relationship. This means that, although GW does not directly affect GBE, it does indirectly influence it via GBI and GTR. Furthermore, GC significantly moderates the relationship between GW and GBE. Our work is the first to combine GBI, GSA, and GTR as mediators, and GC as a moderator using PLS-SEM approach to advance the theory of green brand equity on green marketing and to contribute significantly toward a unified theory of brand equity. Furthermore, our findings extend our understanding regarding the different mechanisms for which GBI and GTR play as mediators, and with GC as a moderator in the GW-GBE relationship in the electronics products setting of Vietnamese consumers.

A Study on the Influence of Eco-Labels and Green Advertising on Green Brand Equity in Emerging Market

Consumers are becoming increasingly aware of the environmental and social consequences of their purchases. Consequently, marketers and businesses are increasingly incorporating more detailed environmental information into their offerings, such as eco-labels and green advertising. This study examines the influence of eco-labels and green advertising on green brand equity in emerging markets, such as Vietnam. Data were gathered from 870 consumers who purchased milk products in Vietnam. The results revealed that eco-labels and green advertising have a positive and significant influence on green brand equity components. Furthermore, the results reveal the relationship between green brand equity components, which is important for understanding corporate branding efforts. The findings of this study provide valuable insights into the effects of eco-labels and green advertising on different elements of brand equity to generate and manage brand equity.

Relevance of green branding on competitive strategies in service firms

The study evaluated qualitatively the relevance of green branding in service firms. Drawing the manufacturing industry perspective. Two objectives were drawn for this bordering on environmental actors and green innovation as it affects competitive advantage, The extant literature revealed a strong impact of these predator variables on competitive advantage in service industry management. The findings was that the performance of green innovation, product and process has a positive influence on the performance of the firms, although green innovation process is rarely discussed in the literature, it is very important to highlight the green innovation process, as it is easy to imitate the final product, compared to the process. Recommendations were made on the need to continue to uphold green innovation and major environmental factors to promote firm performance and profitability.

Ulos Sustainability Towards Green Brands to Improve Marketing Performance Based on a Co-Creation Solution

The purpose of this research is to produce ulos revitalization and create added value for the green sustainability of ulos production, oriented branding and its marketing so as to increase the life force of weavers and micro-entrepreneurs. Respondents are weavers and training entrepreneurs of ulos, retailers with a total of 316 people engaged in the production and service of Ulos production. Data collection was conducted by survey methods and questionnaires with statements used on a scale of 1-10. Data processing results with SEM AMOS show that green sustainability of Ulos oriented branding (GSB) proved unable to mediate between Product Innovation (PDI), Process Innovation (PCI) and Marketing Performance (MPF). In other words, green sustainability does not directly prove an improvement in marketing performance. GSG shows that it is able to improve Order Management (OMG). The process emphasizes on the relevance of green sustainability, it can be seen that PDI and PCI are proven to improve GSB. Sustainability of green branding can only be achieved when there is product and process innovation. SDL demonstrates the need for the development of new service innovations by investigating the prerequisites and general principles for developing sustainability. Dominant logic treats services as a category of market offerings to be developed and managed like ulos products. The concept of service design has been developed referring to a subset of "green" processes associated with rendering activities to define a concept, structure, or service infrastructure. This research invites ulos observers to understand the values of Ulos authenticity and its culture in sustainable entrepreneurship, inviting weavers and entrepreneurs to have prosocial motives that influence their interest in sustainable ulos entrepreneurship and the role of academia in promoting sustainable entrepreneurial practices.

Antecedents and Consequence of Green Knowledge: A Study of Green Cosmetics

This research aims to study the impact of cosmopolitanism, global self-identity, and online communities on green knowledge as well as the effect of green knowledge on green trust. A total of 200 consumers of green cosmetics participated in the online survey. Data were analyzed using the structural equation modeling technique. The obtained results found that cosmopolitanism and online communities influence green knowledge significantly, while global self-identity has no significant influence in this study. The findings offer directions to green cosmetics marketers in understanding the factors that form green knowledge of green cosmetics. Also, this study suggests that firms can design marketing communications by linking these factors with green knowledge and trust in green cosmetics. However, the research has several drawbacks. Future studies should add the numbers of respondents and green brands to be studied to increase their generalizability. This research contributes to the existing literature on green marketing by incorporating globalization and digital issues that influence green knowledge and later, green trust.

Factors affecting purchase decision by applying green marketing campaign

This study aims to determine the effect of green brand image, green price, and brand prestige on purchasing decisions for AQUA Returnable Glass Bottle products. This is a quantitative study with the population of casual dining restaurant customers in Badung Regency. They have decided to purchase and consume AQUA Returnable Glass Bottle products. The data were collected by distributing questionnaires and Likert scale. The sample was taken by using a purposive sampling. The data were analyzed using multiple linear regression analysis. The result showed that partially green brand image, green price, and brand prestige have a positive and significant effect on purchasing decisions. Simultaneously, green brand image, green price, and brand prestige have a significant effect on purchasing decisions. The research implication for AQUA is that it is recommended to be able to maintain the image it already has while still applying green marketing as a tool to support product-purchasing decisions. For further research, the researchers should add other variables and indicators such as green products, green advertising, lifestyle, and social influence.