Antecedents of Green Brand Equity: An Integrated Approach

Journal of Business Ethics 121 (2):203-215 (2014)
  Copy   BIBTEX


A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity.



    Upload a copy of this work     Papers currently archived: 91,998

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Managing brand in the new stakeholder environment.Elsie Maio - 2003 - Journal of Business Ethics 44 (2-3):235 - 246.
A Brand New Brand of Corporate Social Performance.Tim Rowley & Shawn Berman - 2000 - Business and Society 39 (4):397-418.
Surface Interpretation: Reply to Leddy.Peg Zeglin Brand & Myles Brand - 1999 - Journal of Aesthetics and Art Criticism 57 (4):463-465.


Added to PP

37 (#431,585)

6 months
7 (#431,507)

Historical graph of downloads
How can I increase my downloads?