The drivers of green brand equity: green brand image, green satisfaction, and green trust
 Show Yu-Shan Chen () Journal of Business Ethics, 2010, vol. 93, issue 2, 307-319 Keywords: green brand image;
green satisfaction; green trust; green brand equity; green marketing (search for similar items in
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Persistent link: https://www.econbiz.de/10003971107 AbstractThis article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and GreenIn recent years, owing to the enormous amount of environmental pollution which directly connects with industrial manufacturing in the world, the society has noticed environmental issues increasing steadily . Because of the attention of the society, more and more companies are willing to accept the environmental responsibility . Nowadays, environmental concern rapidly emerges as a mainstream issue for consumers because of global warming, and many companies are seeking to catch the opportunity. In turn, green marketing becomes more important for some kinds of products, such as information and electronics products . However, not all the companies have enough capabilities to market their green products to their consumers. If companies want to adopt green marketing successfully, then their environmental concepts and ideas should be integrated into all aspects of marketing . If companies can provide products or services that satisfy their customers' environmental needs, then their... Abstract This article proposed four novel constructs — green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers -green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity. Journal Information The Journal of Business Ethics publishes original articles from a wide variety of methodological and disciplinary perspectives concerning ethical issues related to business. Since its initiation in 1980, the editors have encouraged the broadest possible scope. The term 'business' is understood in a wide sense to include all systems involved in the exchange of goods and services, while 'ethics' is circumscribed as all human action aimed at securing a good life. Systems of production, consumption, marketing, advertising, social and economic accounting, labour relations, public relations and organisational behaviour are analysed from a moral viewpoint. The style and level of dialogue involve all who are interested in business ethics – the business community, universities, government agencies and consumer groups. Speculative philosophy as well as reports of empirical research are welcomed. In order to promote a dialogue between the various interested groups as much as possible, papers are presented in a style relatively free of specialist jargon. Publisher Information Springer is one of the leading international scientific publishing companies, publishing over 1,200 journals and more than 3,000 new books annually, covering a wide range of subjects including biomedicine and the life sciences, clinical medicine, physics, engineering, mathematics, computer sciences, and economics. Rights & Usage This item is part of a JSTOR Collection. What is green brand equity?(2000, p. 201) coined these terms as “overall brand equity.” Chen (2010, p. 310) characterizes it as “a set of brand assets and liabilities about green commitments and environmental concerns linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service.”
What is green satisfaction?Green satisfaction is defined as how happy consumers of the performance obtained by the consumer of a product to meet the needs and desires of consumers, then in the context of the satisfaction of green, environmentally friendly factor will be the basis for assessing whether consumers are satisfied or not the product [ ...
What is the meaning of green brand?Green brands are those brands that consumers associate with environmental conservation and sustainable business practices. Such brands appeal to consumers who are becoming more aware of the need to protect the environment. A green brand can add a unique selling point to a product and can boost corporate image.
What is green brand awareness?The relation to environmentally friendly products, green brand awareness can be defined as the consumer's ability to know and remember that brand shows environmental friendly products [16].
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