Title

Integrating behavioural and branding perspectives to maximize green brand equity : a holistic approach

Document Type

Journal article

Source Publication

Business Strategy and the Environment

Publication Date

5-1-2017

Volume

26

Issue

4

First Page

507

Last Page

520

Publisher

John Wiley and Sons Ltd

Keywords

consumer concern for environmental values, general attitudes towards green products, green brand equity, green brand image, green trust

Abstract

The aim of this study is to expand the existing understanding of green consumers' behaviour by proposing and testing an integrated conceptual model that explores the influence of consumers' personal concerns for the environment and general attitudes towards green products on brand-related knowledge structures (image and associations) and relationship preferences (trust and brand equity) for green brands. A questionnaire-based survey method was used to collect data using convenience sampling. One hundred and ninety-nine usable responses were obtained. A structural equation modelling procedure was used to test the proposed hypotheses. The results confirmed that a positive relationship exists between consumer concern for environmental values and general attitudes towards green products. Both these constructs influence consumers' knowledge structure of a green brand (image and associations). Furthermore, a strong relationship exists between consumers' knowledge structure (image and associations) and their relational preference (trust and brand equity) with green brands. These findings are important for business strategy formulation by providing empirical support for the idea that a firm should invest its resources not only to project its environmentally friendly brands but also to build consumers' concern for environmental values and their attitude towards green products.

DOI

10.1002/bse.1933

Print ISSN

09644733

E-ISSN

10990836

Publisher Statement

Copyright © 2016 John Wiley & Sons, Ltd and ERP Environment. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S., & Ng, P. F. (2017). Integrating behavioural and branding perspectives to maximize green brand equity: A holistic approach. Business Strategy and the Environment, 26(4), 507-520. doi: 10.1002/bse.1933

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