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Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism

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  • Syed Abdul Rehman Khan

    (School of Engineering and Management, Xuzhou University of Technology, Xuzhou 221018, China
    Department of Business Administration, ILMA University, Karachi 75190, Pakistan)

  • Adnan Ahmed Sheikh

    (Department of Business Administration, Air University, Multan 60000, Pakistan)

  • Mubeen Ashraf

    (Department of Business Administration, Air University, Multan 60000, Pakistan)

  • Zhang Yu

    (Department of Business Administration, ILMA University, Karachi 75190, Pakistan
    School of Economics and Management, Chang’an University, Xi’an 710064, China)

Abstract

This study examines the effect of green practices on green brand equity, and it looks at the impact of green brand attachment and green skepticism as mediating variables on these relationships. We employed a dataset of 454 consumers from international fast-food restaurants. Our empirical results indicate that green practices enhance consumer-based green brand equity. Green skepticism has a significant negative effect on green brand attachment, and green brand attachment has a significant positive effect on green brand equity. Green brand attachment mediates the relationship between green practices and green brand equity and between green skepticism and green brand equity. The study findings provide consumer insights into green products and managerial implications for international fast-food chains.

Suggested Citation

  • Syed Abdul Rehman Khan & Adnan Ahmed Sheikh & Mubeen Ashraf & Zhang Yu, 2022. "Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism," Sustainability, MDPI, vol. 14(19), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:11829-:d:919853
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