Green advertising, green brand image and green awareness for environmental products

Alamsyah, Doni Purnama; Suhartini, Titin; Rahayu, Yayuk Sri; Setyawati, Irma; Hariyanto, Oda I. B.

doi:10.1088/1757-899x/434/1/012160

Cited by 18 publications

(11 citation statements)

References 23 publications

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“…Chen (2010, p. 309) characterises green brand image as “a set of perceptions of a brand in a consumer's mind that is linked to both environmental commitments and environmental concerns.” A green brand image is important for firms since it increases green awareness (Alamsyah et al, 2018), has a positive impact on green brand preference (Mourad & Serag Eldin Ahmed, 2012) and is positively related to green brand loyalty (Lin et al, 2017). More importantly, a green brand image is found to be directly linked to green purchase behaviour (Chen, Huang, et al, 2018) and contributes to green competitive advantages (Zameer et al, 2020).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

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

Ngan

Phuong

2022

Business Ethics Env & Resp

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This work examines the impact of greenwash on green brand equity and analyses the mediation effects of green brand image, green satisfaction and green trust as well as the moderating effect of information and knowledge based on the legitimacy theory and signalling theory. This study adopts a questionnaire-based survey design to gather data from 445 respondents using a cluster random sampling technique. Data collection focuses on Vietnamese consumers who had purchased electronic products in Ho Chi Minh City, Vietnam. The findings show that although greenwash is not significantly related to green brand equity possibly due to the halo effect, greenwash is adversely related to green brand image, green satisfaction and green trust, which would positively influence green brand equity. In other words, green brand image, green satisfaction and green trust play a full mediation role in the relationship between greenwash and green brand equity. In addition, information and knowledge actually moderate the relationship between greenwash and green brand equity, and it strengthens the adverse relationship between greenwash and green brand equity. This research is the first to combine green brand image, green satisfaction and green trust as mediators to shed light on the understanding of different impact mechanisms in the greenwash-green brand equity relationship. Furthermore, this research is also the first to study information and knowledge as a moderator in the greenwash-green brand equity relationship. This provides a better insight into the process and context by which greenwash affects green brand equity. Taken together, the findings of this study extend and advance the understanding regarding the different mechanisms and the dynamics in which green brand image, green satisfaction, green trust as mediators and information and knowledge as a moderator can play in the emerging market context of consumers of electronic products in Vietnam. The findings enrich the growing body of green marketing literature and contribute significantly towards a unified theory of brand equity.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

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

Ngan

Phuong

2022

Business Ethics Env & Resp

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“…The existing research [17] argues that the success obtained from the marketing strategy depends on the ability to appeal to the unique psychological needs of the customers and their consciousness to maintain a general state of a sustainable environment. Environmental psychology acts as a premise for the marketing mix and designs the most appropriate communication method for the consumers [18]. Strategic communications are used as the main marketing tool.…”

Section: Importance Of Environmental Marketing Strategymentioning

confidence: 99%

“…The marketing approach should also integrate green marketing and other behavior determinants into the operational framework and present the details in the overall service method [19]. It should also include challenges associated with a framework and how learning points can be eliminated or used for better outcomes in future activities [18]. Addressing the challenges is appropriate since it forms part of a practical change framework for the hotel organization and can influence performance excellence in the dynamic business environment with consumers' continually changing preferences.…”

Section: Limitations and Future Suggestionsmentioning

confidence: 99%

An Empirical Study of How Both Environmental Awareness and Interest in Artwork Can Be Incorporated into the Interior Design of Urban Hotels

Kim

Kang

2022

Sustainability

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Prior studies on urban hotel service settings show that the positive response to the lobby artwork and interior design in a hotel is a performance determinant since it directly impacts the orientation of green customers’ preferences who form a significant part of the primary and secondary consumers outcome of emotional satisfaction. In addition, it elaborates on the importance of marketing strategy based on hotel interior design for urban hotels intending to increase customer loyalty. For this reason, the present study collected a total of 330 South Korean participants to identify the mediating role of hotel lobby interior design and artworks between green customers’ preferences and hotel loyalty. The survey instrument designed for the current study included 15 questions to test the hypotheses and a path analysis using AMOS 24.0 was conducted as the main tool to determine the relationship key factors. According to our statistical findings, it is acceptable to relate the customers’ environmental awareness with interest in artwork in the hotel lobby due to the first impression created. The artwork gives a general perception of the value and quality that the consumer is likely to gain by interacting with the available products and services. It is also valid to indicate that the customers’ environmental awareness closely relates to their preference for interior design to develop customer loyalty. Therefore, we conclude that the environmental awareness and hotel loyalty factors impact the marketing strategy and segmentation process used for the urban hotels that deal with green customers with unique and exclusive needs.

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“…Through effective communication on the store characteristics, customer service and products features, the supermarkets can create a positive store image. This would encourage shoppers to patronize their stores often (Alamsyah, Suhartini, Rahayu, Setyawati, & Hariyanto, 2018). Supermarkets need to leverage on the aspects that improve store image through quality service by employing professional and helpful staff to influence consumers to visit their stores (Kaborio, Kamau, & Mbithi, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Store Image as a Mediator of Consumer Purchase Intention in Kenyan Supermarkets

2020

JMCR

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The intensity of competition in the retail sector in Kenya is driving supermarket managers to position store image as a tool of competitive advantage. This study examined the mediating effect of store image on the relationship between psychographic and psychological factors and consumer purchase intention in anchor supermarkets in Kenya. Descriptive cross sectional survey was applied on a sample of 384 consumers. The composite construct of psychographic and psychological factors was regressed on consumer purchase intention, resulting in a positive significant effect. It was established that store image partly mediates the relationship between psychographic plus psychological factors and consumer purchase intention. The study recommends building of positive reputation of the supermarket to attract and enhance the consumer's intention to purchase.

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Green advertising, green brand image and green awareness for environmental products

Cited by 18 publications

References 23 publications

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

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

An Empirical Study of How Both Environmental Awareness and Interest in Artwork Can Be Incorporated into the Interior Design of Urban Hotels

Store Image as a Mediator of Consumer Purchase Intention in Kenyan Supermarkets

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