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Green Brand Equity—Empirical Experience from a Systematic Literature Review

Author

Listed:
  • Hanna Górska-Warsewicz

    (Department of Food Market Research and Consumption, Warsaw University of Life Sciences (SGGW-WULS), 02-787 Warsaw, Poland)

  • Maciej Dębski

    (Department of Marketing and Tourism, Faculty of Management and Security Sciences, University of Social Sciences, 00-842 Warsaw, Poland)

  • Michal Fabuš

    (School of Economics and Management in Public Administration, Furdekova 16, 851 04 Bratislava, Slovakia)

  • Marián Kováč

    (School of Economics and Management in Public Administration, Furdekova 16, 851 04 Bratislava, Slovakia)

Abstract

Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Additionally, the backward and forward snowballing methods were applied. In our SLR, we included empirical studies published between 2006 and 2021 as peer-reviewed papers in English. Exclusion criteria included studies with theoretical models, studies describing brand equity not related to GBE, Ph.D. thesis, short reports, workshop papers, practice guidelines, book chapters, reviews, and conference publications. Finally, 33 articles were analyzed as part of the SLR in two fields: general information (authorship, year of publication, type of study, research country or location, sample size, and product categories), and research specifications (factors or variables, number and type of hypotheses, scale or measurement items, type of statistical analysis, and selected indicators of statistical methods). Image, trust, value, satisfaction, and loyalty appeared to be the most studied determinants of GBE. Less frequently analyzed were quality, awareness, attributes, particular promotional activities, and the fact of purchase. The results obtained are important in practical terms, showing what to consider when creating GBE in different categories of products and services.

Suggested Citation

  • Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:20:p:11130-:d:652116
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    References listed on IDEAS

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