RT Article
T1 The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust
JF Journal of business ethics
VO 93
IS 2
SP 307
OP 319
A1 Chen, Yu-Shan
LA English
PB Springer Science + Business Media B. V
YR 2010
UL https://ixtheo.de/Record/1785671804
AB 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.
K1 Green marketing
K1 Green brand equity
K1 Green trust
K1 green satisfaction
K1 Green brand image
DO 10.1007/s10551-009-0223-9