IDEAS home Printed from https://ideas.repec.org/a/kap/porgrv/v23y2023i1d10.1007_s11115-021-00597-3.html
   My bibliography  Save this article

Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

Author

Listed:
  • Pankaj Tiwari

    (Ethiopian Civil Service University)

Abstract

Millennials are considered fighters against climate change to reduce waste and promote environmentally friendly products worldwide. This study examines the relative importance of green awareness among millennials and green brand image impact on green word of mouth millennials. Complementing previous research, we propose an integrated model that includes variables such as Green Brand (GRB), Green Satisfaction (GRS), Green Loyalty (GRL), and Green Word of mouth (GRW). We find a significant relationship between these variables using structural equation modeling. Our research is the first to explicitly examine variables in branding and relationship marketing.

Suggested Citation

  • Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    • Handle: RePEc:kap:porgrv:v:23:y:2023:i:1:d:10.1007_s11115-021-00597-3
    DOI: 10.1007/s11115-021-00597-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11115-021-00597-3
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11115-021-00597-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Michelle Bonera & Anna Paola Codini & Giulia Miniero, 2020. "The great Millennials’ trouble: leading or confused green generation? An Italian insight," Italian Journal of Marketing, Springer, vol. 2020(4), pages 289-308, December.
    2. Shivani Saini & Jagwinder Singh, 2020. "A Link Between Attitudinal and Behavioral Loyalty of Service Customers," Business Perspectives and Research, , vol. 8(2), pages 205-215, July.
    3. Cees J. Gelderman & Jos Schijns & Wim Lambrechts & Simon Vijgen, 2021. "Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2061-2076, May.
    4. Szu‐Tung Lin & Han‐Jen Niu, 2018. "Green consumption: Environmental knowledge, environmental consciousness, social norms, and purchasing behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1679-1688, December.
    5. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    6. Paul Blaise Issock Issock & Mercy Mpinganjira & Mornay Roberts-Lombard, 2019. "Modelling green customer loyalty and positive word of mouth," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 15(3), pages 405-426, September.
    7. Eelen, Jiska & Özturan, Peren & Verlegh, Peeter W.J., 2017. "The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 872-891.
    8. Yu-Shan Chen & Chang-Liang Lin & Ching-Hsun Chang, 2014. "The influence of greenwash on green word-of-mouth (green WOM): the mediation effects of green perceived quality and green satisfaction," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2411-2425, September.
    9. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    10. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    11. Wallace E. Oates & Paul R. Portney, 1992. "Economic Incentives and the Containment of Global Warming," Eastern Economic Journal, Eastern Economic Association, vol. 18(1), pages 85-98, Winter.
    12. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    13. Dwivedi, Abhishek, 2015. "A higher-order model of consumer brand engagement and its impact on loyalty intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 100-109.
    14. Hogan, John E. & Lemon, Katherine N. & Libai, Barak, 2004. "Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 271-280, September.
    15. 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.
    16. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.
    17. Yi Du & Xiaoyan Wang & Daniele Brombal & Angela Moriggi & Andrew Sharpley & Shujiang Pang, 2018. "Changes in Environmental Awareness and Its Connection to Local Environmental Management in Water Conservation Zones: The Case of Beijing, China," Sustainability, MDPI, vol. 10(6), pages 1-24, June.
    18. Krishnamurthy, Anup & Kumar, S. Ramesh, 2018. "Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 149-156.
    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. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    2. Civilai Leckie & Daniel Rayne & Lester W. Johnson, 2021. "Promoting Customer Engagement Behavior for Green Brands," Sustainability, MDPI, vol. 13(15), pages 1-22, July.
    3. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    4. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2023. "How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction," Data, MDPI, vol. 8(2), pages 1-8, January.
    5. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    6. Bastian Popp & Herbert Woratschek, 2017. "Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 250-270, May.
    7. Minh-Tri Ha, 2021. "Optimizing Green Brand Equity: The Integrated Branding and Behavioral Perspectives," SAGE Open, , vol. 11(3), pages 21582440211, July.
    8. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    9. Tser-Yieth Chen & Chi-Jui Huang, 2019. "Dual Pathways of Value Endorsement in Green Marketing," Sustainability, MDPI, vol. 11(8), pages 1-23, April.
    10. Machiel J. Reinders & Jos Bartels, 2017. "The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 68-85, January.
    11. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    12. Dandan Wang & Thomas Walker, 2023. "How to Regain Green Consumer Trust after Greenwashing: Experimental Evidence from China," Sustainability, MDPI, vol. 15(19), pages 1-24, October.
    13. Irfan Hameed & Zeeshan Hyder & Muhammad Imran & Kashif Shafiq, 2021. "Greenwash and green purchase behavior: an environmentally sustainable perspective," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 13113-13134, September.
    14. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    15. Ilona Skackauskiene & Neringa Vilkaite-Vaitone, 2022. "Green Marketing and Customers’ Purchasing Behavior: A Systematic Literature Review for Future Research Agenda," Energies, MDPI, vol. 16(1), pages 1-20, December.
    16. Sheng-Hsiung Chang, 2015. "The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences," Sustainability, MDPI, vol. 7(5), pages 1-21, April.
    17. Grace Ibe-enwo & Nicholas Igbudu & Zanete Garanti & Temitope Popoola, 2019. "Assessing the Relevance of Green Banking Practice on Bank Loyalty: The Mediating Effect of Green Image and Bank Trust," Sustainability, MDPI, vol. 11(17), pages 1-16, August.
    18. Deniz Zeren & Ali Kara, 2020. "Effects of Brand Heritage on Intentions to Buy of Airline Services: The Mediating Roles of Brand Trust and Brand Loyalty," Sustainability, MDPI, vol. 13(1), pages 1-15, December.
    19. J. Shanti & Gaurav Joshi, 2022. "Examining the impact of environmentally sustainable practices on hotel brand equity: a case of Bangalore hotels," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(4), pages 5764-5782, April.
    20. Farzana Riva & Solon Magrizos & Mohammad Rabiul Basher Rubel & Ioannis Rizomyliotis, 2022. "Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2807-2819, November.

    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:kap:porgrv:v:23:y:2023:i:1:d:10.1007_s11115-021-00597-3. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.