IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v13y2022i1p90-99.html
   My bibliography  Save this article

Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh

Author

Listed:
  • Md. S. R. Tamim

    (PRAN-RFL GROUP, Dhaka, Bangladesh.)

  • Md. Awlad Hossain

    (Comilla University , Cumilla ,Bangladesh.)

Abstract

To explore the interpretative factors in Bangladesh to investigate the impact of these determinants on green brand equity of young consumers and finding of the each constructs association on each other. Data are collected with structured questionnaire from 227 young consumers' of Bangladesh by online survey. To analyze the data, SPSS 26.0 has been used. Descriptive statistics analysis and multiple regression analyses have been used to evaluate the responses. The study reveals that four independent variables are positively related to green brand equity ( GBE )and the four variables are green brand image(GBI) , Green brand awareness(GBA) , Green brand positioning(GBP),Green perceived value(GPV). All the hypothesis are accepted by the study . In this study develop an insight that the Companies should take realistic initiatives to develop green brands and create a strong impression for the consumers. Moreover, along with companies, respected governments, NGOs, green concerns, international authorities should come forward to encourage people for green consumption to save the environment for a sustainable future.

Suggested Citation

  • Md. S. R. Tamim & Md. Awlad Hossain, 2022. "Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 13(1), pages 90-99.
    • Handle: RePEc:aif:journl:v:13:y:2022:i:1:p:90-99
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/947.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-13-issue-1/4944
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jian-xin Li & Dan Liu & Li Liu, 2013. "The Effect of Environmental Awareness on Consumers’ Green Purchasing: Mediating Role of Green Perceived Value," Springer Books, in: Ershi Qi & Jiang Shen & Runliang Dou (ed.), The 19th International Conference on Industrial Engineering and Engineering Management, edition 127, chapter 0, pages 767-776, Springer.
    2. Utkal Khandelwal & Kushagra Kulshreshtha & Vikas Tripathi, 2019. "Importance of Consumer-based Green Brand Equity: Empirical Evidence," Paradigm, , vol. 23(1), pages 83-97, June.
    3. Changsu Kim & Weihong Zhao & Kyung H. Yang, 2008. "An Empirical Study on the Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers' Perspectives," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 6(3), pages 1-19, July.
    4. Wu, Paul C.S. & Yeh, Gary Yeong-Yuh & Hsiao, Chieh-Ru, 2011. "The effect of store image and service quality on brand image and purchase intention for private label brands," Australasian marketing journal, Elsevier, vol. 19(1), pages 30-39.
    5. David Raska & Doris Shaw, 2012. "When is going green good for company image?," Management Research Review, Emerald Group Publishing Limited, vol. 35(3/4), pages 326-347, March.
    6. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    7. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    2. Meenakshi Sharma & Akanksha Choubey, 2022. "Green banking initiatives: a qualitative study on Indian banking sector," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 293-319, January.
    3. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.
    4. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Enhance environmental commitments and green intangible assets toward green competitive advantages: an analysis of structural equation modeling (SEM)," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 529-543, January.
    5. Gema Albort-Morant & Jörg Henseler & Antonio Leal-Millán & Gabriel Cepeda-Carrión, 2017. "Mapping the Field: A Bibliometric Analysis of Green Innovation," Sustainability, MDPI, vol. 9(6), pages 1-15, June.
    6. Qiong Yao & Suzhen Zeng & Shibin Sheng & Shiyuan Gong, 2021. "Green innovation and brand equity: moderating effects of industrial institutions," Asia Pacific Journal of Management, Springer, vol. 38(2), pages 573-602, June.
    7. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Utilize structural equation modeling (SEM) to explore the influence of corporate environmental ethics: the mediation effect of green human capital," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 79-95, January.
    8. Yu-Shan Chen & Yu-Hsien Lin & Ching-Ying Lin & Chih-Wei Chang, 2015. "Enhancing Green Absorptive Capacity, Green Dynamic Capacities and Green Service Innovation to Improve Firm Performance: An Analysis of Structural Equation Modeling (SEM)," Sustainability, MDPI, vol. 7(11), pages 1-19, November.
    9. Ching-Hsun Chang, 2011. "The Influence of Corporate Environmental Ethics on Competitive Advantage: The Mediation Role of Green Innovation," Journal of Business Ethics, Springer, vol. 104(3), pages 361-370, December.
    10. Nuryakin Nuryakin & Tri Maryati, 2020. "Green product competitiveness and green product success. Why and how does mediating affect green innovation performance?," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 7(4), pages 3061-3077, June.
    11. Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    12. Hang Wu & Yiying Qu, 2021. "How Do Firms Promote Green Innovation through International Mergers and Acquisitions: The Moderating Role of Green Image and Green Subsidy," IJERPH, MDPI, vol. 18(14), pages 1-16, July.
    13. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    14. Yu‐Shan Chen & Shu‐Hsien Lin & Chun‐Yu Lin & Shu‐Tzu Hung & Chih‐Wei Chang & Ching‐Wen Huang, 2020. "Improving green product development performance from green vision and organizational culture perspectives," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(1), pages 222-231, January.
    15. Yu-Shan Chen & Tai-Wei Chang & Chun-Yu Lin & Pi-Yu Lai & Kuan-Hung Wang, 2016. "The Influence of Proactive Green Innovation and Reactive Green Innovation on Green Product Development Performance: The Mediation Role of Green Creativity," Sustainability, MDPI, vol. 8(10), pages 1-12, September.
    16. Yu-Hsien Lin & Yu-Shan Chen, 2017. "Determinants of green competitive advantage: the roles of green knowledge sharing, green dynamic capabilities, and green service innovation," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(4), pages 1663-1685, July.
    17. Seongho Kang & Won‐Moo Hur, 2012. "Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(5), pages 306-316, September.
    18. Yu-Shan Chen & Ching-Hsun Chang, 2013. "The Determinants of Green Product Development Performance: Green Dynamic Capabilities, Green Transformational Leadership, and Green Creativity," Journal of Business Ethics, Springer, vol. 116(1), pages 107-119, August.
    19. Jaeho Shin & Changhee Kim & Hongsuk Yang, 2018. "The Effect of Sustainability as Innovation Objectives on Innovation Efficiency," Sustainability, MDPI, vol. 10(6), pages 1-13, June.
    20. Plavini Punyatoya, 2014. "Linking Environmental Awareness and Perceived Brand Eco-friendliness to Brand Trust and Purchase Intention," Global Business Review, International Management Institute, vol. 15(2), pages 279-289, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:13:y:2022:i:1:p:90-99. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.