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
EconPapers]
Date: 2010
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DOI: 10.1007/s10551-009-0223-9
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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.
The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green
In 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.
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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.
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