Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image

Bashir, Shahid; Khwaja, Muddasar Ghani; Rashid, Yasir; Turi, Jamshid Ali; Waheed, Tariq

doi:10.1177/2158244020953156

Cited by 63 publications

(69 citation statements)

References 40 publications

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“…Satisfaction is considered a determinant for purchase intentions [5]. Especially, loyalty [38] that is based on consumer satisfaction is considered as an overall key factor leading to success in the hotel industry [39].…”

Section: Satisfaction As a Consequence Of The Green Imagementioning

confidence: 99%

“…The results indicated that there is a strong relationship between the green image of the hotels and the guests' satisfaction and trust. Bashir et al [5] state that the more positive the hotel's green image is, the more trust customers will place in them. In this context, we propose the following third hypothesis:…”

Section: Trust As a Consequence Of The Green Imagementioning

confidence: 99%

“…Today, it is vitally important for brands to gain the trust of the consumer to forge their loyalty and to reduce the risk in exchange relations. There are numerous studies that have proven the positive relationship between trust and loyalty in the hotel sector [5,12,13,51]. Moreover, Bashir et al [5] carried out research work in hotels in Malaysia and showed that when the confidence of the guests towards the green image of the hotel increases, so does the loyalty, and there is a relationship between these two concepts.…”

Section: Loyalty As a Consequence Of The Green Imagementioning

confidence: 99%

“…Similarly, in recent years there has been a growing concern among consumers for environmental preservation and responsible consumption [3,4]. In this context, hotel consumers show a positive attitude towards green hotel practices, which motivates hotels to continue working to improve their environmental impact performance [5][6][7]. Hospitality companies and the industry, in general, should 2 of 17 be aware of current sustainability trends and strive to orient their innovation operations towards more sustainability-oriented companies, as this will not only create a good image and reduce cost but also safeguard the natural attraction for the frequent guests [8,9].…”

Section: Introductionmentioning

confidence: 99%

“…In summary, in the present research work, the green image in the hotel sector is considered as a cognitive dimension due to the intrinsic evaluations it causes in consumers. Trust and satisfaction are understood as affective dimensions due to the emotions that they trigger in customers, and finally, loyalty is considered as a conative dimension due to the intentions and behaviors of the consumers [5].…”

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confidence: 99%

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The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

2021

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The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

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Section: Satisfaction As a Consequence Of The Green Imagementioning

confidence: 99%

Section: Trust As a Consequence Of The Green Imagementioning

confidence: 99%

Section: Loyalty As a Consequence Of The Green Imagementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

2021

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Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty

Tran

2023

Bus Strat Dev

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While previous research have established the advantages of environmental reputation (ER) in the realm of brand development, this article examines the role of ER on the value of green brands in the green food production industry, based on customer perceptions in a newly emerging market, using insights from signal theory and the Hierarchy of Effects Model (HEM). The study data was obtained from consumers who regularly make purchasing decisions for green‐labeled food in Vietnam. The study results suggest that the ER is a critical factor to develop green brand equity (GBE). This is achieved by developing the green brand image (GBI), establishing the green brand trust (GBT), and fostering the green brand loyalty (GBL). The results provide a significant contribution to promoting the development of green brand value in customers' awareness by encouraging activities and programs that enhance ER to strengthen GBI, GBT, and GBL towards green food brands. In addition to the findings, the research has limitations and suggests future research directions.

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Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing

Rahman

Nguyen–Viet

2022

Bus Strat Env

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To understand how consumers perceive greenwashing, this study examines the impact of green advertising receptivity (GAR), non-deception (ND), green brand image (GBI) and transparency (TR) on green brand trust (GBT) and subsequently the impact of GBT on consumers' purchasing intentions (PI). We also consider the mediation role of GBT between the relationship of the independent variables (GAR, ND, GBI and TR) and the dependent variable (PI). At the same time, we examine the moderating impact of ND on the GAR and GBT and of TR on the GBI and GBT relationship. Using the Stimulus-Organism-Response (SOR) framework, we test a number of hypotheses. A surveybased questionnaire was utilized to gather the data from Vietnamese respondents (n = 262). We analysed the data using the partial least squares (PLS) method, which is a structural equation modelling (SEM) technique, with the assistance of the SmartPLS computer program 3.0. The data results show that GAR and GBI positively influence GBT, but the influence of ND and TR on GBT is insignificant. Again, the data show that GBT has a positive influence on PI, and as a mediator variable, it facilitates GAR, GBI and PI, but not the link between ND, TR and PI. A significant interaction effect of ND demonstrates that it strengthens the GAR-GBT relationship. However, the TR has no impact on the GBI-GBT relationship. The findings of this study provide insights into the theory and the essential managerial implications for successfully managing the implementation of green marketing strategies.green advertising, green brand image, green brand trust, greenwashing, purchase intention | INTRODUCTION AND BACKGROUNDIn recent years, in response to growing environmental challenges, companies have been required to show their good image and promise more environmental benefits than they currently offer to environmentally conscious consumers (Sun et al., 2020). However, while most companies have started aligning their business models with sustainability, some are unable to fulfil these promises and 'greenwashing' is

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Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image

Cited by 63 publications

References 40 publications

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

The Green Image in the Spanish Hotel Sector: Analysis of Its Consequences from a Relational Perspective

Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty

Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing

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