Article2019

Importance of Consumer-based Green Brand Equity: Empirical Evidence

Utkal Khandelwal · Kushagra Kulshreshtha · Vikas Tripathi

54 citations0/0 files storedParadigm A Management Research Journal

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Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Sustainable Supply Chain Management

Abstract

Due to increasing awareness towards environmental issues and consumer demand for environmental-friendly products, companies are shifting their management from brand equity to green brand equity. This will lead to the novel marketing phenomenon: green brand equity. Most of the previous studies on green branding, green marketing initiatives and social economies have been conducted in developed countries, and there is a lack of such studies in fast developing Asian countries like India. Therefore, this research tries to fill in the gap to measure the green brand equity in developing economies like India. This research measures green brand equity and its impact on consumer attitude. In addition, this research also measures the difference in the degree of green brand equity in metro and non-metro city. Consumer behaviour of metro and non-metro cities in India has found similarity and dissimilarity in many ways. The present study presents the different dimensions of green brand equity and its impact on consumer attitude. Green brand image, satisfaction, trust, loyalty, reference group and green advertisement emerged as a strong influencing agent of customer attitude towards green brand equity. The result of measurable difference of these construct revealed that there is a significant difference in all constructs, except green advertisement. Marketers have to understand these differences and formulate different market strategies while moving from metro to non-metro cities. This research not only provides green brand equity dimensions as a conceptual contribution, but also establishes the relationship between green brand equity and consumer attitude as an empirical contribution.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2025Advances in Consumer Research 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2010Satisfaction: a behavioral perspective on the consumer 2006The Influence of Green Innovation Performance on Corporate Advantage in Taiwan

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2023Identifying and exploring the relationship among the critical success factors of sustainability toward consumer behavior 2021Green Brand Equity—Empirical Experience from a Systematic Literature Review 2023Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty 2022Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism 2021

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