Green Brand Equity—Empirical Experience from a Systematic Literature Review

Górska-Warsewicz, Hanna; Dębski, Maciej; Fabuš, Michal; Kováč, Marián

doi:10.3390/su132011130

Cited by 17 publications

(11 citation statements)

References 122 publications

(296 reference statements)

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“…Thus, GBE is a recent trend gaining attention among researchers and practitioners. In addition, researchers have found that GBE can positively affect consumers in many other ways, such as positive word of mouth (Bekk et al , 2016), brand attitude (Khandelwal et al , 2019; Bekk et al , 2016) and intention to buy (Górska-Warsewicz et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

Impact of green marketing, greenwashing and green confusion on green brand equity

Qayyum

Jamil²,

Sehar³

2022

SJME

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Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green marketing was investigated. Design/methodology/approach A within-subject experiment was conducted to evaluate excessive versus minimal product packaging to test the proposed hypotheses. Data analysis was performed with SmartPLS 3.3.3, which analyzed data from 206 consumers. Findings The results showed that EPP positively predicts greenwashing and green confusion. However, greenwashing has a negative impact on GBE. Brand credibility was also discovered to moderate the negative relationship between greenwashing and GBE, thereby reducing the negative effect of greenwashing. Research limitations/implications The findings imply that marketing managers should understand the consumers’ concerns for the environment, making product and brand strategies that promote environmental protection and sustainability. Originality/value This study contributes to the green marketing literature by empirically validating the positive impacts of EPP on greenwashing and green confusion, as well as the negative influence of greenwashing on GBE. Furthermore, it reveals how brand credibility can reduce the harmful effects of greenwashing on GBE.

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Section: Introductionmentioning

confidence: 99%

Impact of green marketing, greenwashing and green confusion on green brand equity

Qayyum

Jamil²,

Sehar³

2022

SJME

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“…We performed a literature search based on the PRISMA guidelines [48,49], which are widely applied in many academic studies [50][51][52][53]. Our search focused on studies published until 15 January 2021 in the Scopus and Web of Science databases.…”

Section: Methodsmentioning

confidence: 99%

Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review

Czeczotko

Górska-Warsewicz

Zaremba

2022

IJERPH

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This study aimed to analyze the international literature on consumer behavior toward private label (PL) products, guided by the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) method. We searched for peer-reviewed studies published until January 2021 in the Scopus and Web of Science databases using two main search terms, namely, “consumer behavior” and “private label,” which have several synonymous terms, such as “store brand,” “private brand,” and “own label.” A total of 44 eligible studies were selected for the analysis. We formulated research questions regarding the most studied categories of PL products, the non-health factors determining consumer behavior toward PL products, and the frequency of including health aspects in the choice of PL products. The following were analyzed in the studies included in the systematic literature review (SLR): general data and study design (authorship, year of publication, location, characteristics of the sample, and research category), research specifications (factors/variables, hypotheses, and measured parameters), and general findings (findings and practical recommendations). We found that most of the studies had analyzed dairy products as PL products, and the main non-health selection factors used were lower price and price–quality ratios. Health aspects were considered in only four of the analyzed studies, which focused on the evolution of PL products from low-cost products to sustainable brands with significant added value in terms of quality and health aspects.

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“…The SLR was conducted using the Preferred Reporting Items for Systematic Literature Reviews and the Meta-Analyses (PRISMA) method [ 82 , 83 ]. This research method was chosen because of its importance in many academic studies [ 65 , 67 , 68 , 84 , 85 , 86 ].…”

Section: Methodsmentioning

confidence: 99%

“…Based on the above analysis and previous research [ 65 , 67 , 68 ], it was assumed that the traditional elements that make up BE are brand loyalty, perceived quality, brand associations, and brand awareness from D.A.’s concept [ 30 ] and brand knowledge, brand awareness, and brand image from K.L. Keller’s concept [ 31 ].…”

Section: Literature Reviewmentioning

confidence: 99%

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

Górska-Warsewicz

2022

IJERPH

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The purpose of this study was to analyze consumer or patient determinants of hospital brand equity (HBE) based on the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) Statement. A search of six databases: Scopus, Web of Sciences, PubMed, Google Scholar, Ebsco, and Elsevier was conducted. A search for studies published up to January 2022 was performed between 15 February and 5 March 2022. Article type, peer-reviewed papers, and studies based on empirical research were used as inclusion criteria. Non-English language papers, dissertations, short reports, works in progress, conference publications, and book chapters were excluded. As a result, a final set of 32 studies were selected for the analysis. Three research questions were formulated on the main determinants of HBE, brand-related factors, and specific medical-related factors. The studies included in the systematic literature review were analyzed in three areas: study description, key findings, and practical recommendations. Among the traditional HBE factors, brand loyalty has been analyzed most often, and the following have also been studied: perceived quality, brand associations, brand awareness, and brand image. Patient satisfaction, service quality, perception of the treatment process, and the work of medical staff were found to be specific medical-related factors. Other factors related to the management process, brand, and patients were also identified. It was noted that the number and variety of medical and other determinants of HBE have increased in recent years. The results of this systematic literature review are relevant to the analysis of consumer/patient behavior in choosing a hospital or other health care facility as they provide a deeper understanding of the increasingly differentiated needs of patients and the way in which the quality of health care services is evaluated.

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Green Brand Equity—Empirical Experience from a Systematic Literature Review

Cited by 17 publications

References 122 publications

Impact of green marketing, greenwashing and green confusion on green brand equity

Impact of green marketing, greenwashing and green confusion on green brand equity

Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review

Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review

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