Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective

Abstract

This study proposed five novel constructsgreen satisfaction, green affect, green trust, green brand loyalty, and green brand equityand explored the positive relationships between these constructs. Electronics products in South Korea were the focus of this research. This empirical study was carried out by the one-to-one interview method using a structured questionnaire. The results showed that green brand satisfaction has a positive effect on green trust, affect, and loyalty. In addition, the results revealed that green brand, trust, and affect have a significantly positive influence on green brand loyalty. Furthermore, we found that green brand loyalty has a strongly positive influence on green brand equity. This study suggests that in addition to the perceived green trust arising from eco-friendly attributes, green affect characterized by positive emotional consumption plays an important role in building green loyalty and green brand equity for sustainable development.

An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

“…For this reason, environmental management is receiving much attention from scholars and practitioners. In fact, many businesses have done a lot of work to respond to customers' environmental needs by developing and delivering more environmentally friendly products/services [6,7]. In product development, many companies consider the impact their products on the natural environment and also engage in green marketing activities for sustained consumption [8,9].…”

The Effect of Absorptive Capacity on Green Customer Capital under an Organizational Unlearning Context

“…Therefore, environmental management is becoming increasingly important within organizations and forms an essential part of their strategies. Companies must heed international environmental regulations and consumers' heightened environmental awareness, both of which inevitably affect rules and patterns of business competition [3][4][5]. Today, environmental management of businesses is fundamental [6][7][8].…”

“…Firms need to know how to handle relationships with customers by adding value [24,25]. Yet companies must also consider the environment because customers' decisions are conditioned by corporate actions in this area [3,4]. As well as having good relationships with customers, companies must acquire knowledge about their customers to build a strong reputation and respond more effectively to present and future customer needs [9,26].…”

Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers

“…The consumers are willing to pay for eco-friendly products and to adjust their habits in order to protect the environment (Kang et al, 2012;Chamorro & Bañegil, 2006). Thus, it has become a necessity for fi rms to combine green philosophy with traditional concepts of production and marketing.…”

“…The positive relationship between these three constructs on green brand equity has been confi rmed. Kang et al (2012) have suggested fi ve constructs for green brand equity, that is, green satisfaction, green affect, green trust, green brand loyalty, and green brand equity. They have analyzed the effect of these constructs on green brand equity.…”