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Switching behaviors toward green brands: evidence from emerging economy

Author

Listed:
  • Syed Hasnain Alam Kazmi

    (Southwest Jiaotong University
    Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST))

  • Muhammad Saeed Shahbaz

    (Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST))

  • Muhammad Shujaat Mubarik

    (Korangi Creek)

  • Junaid Ahmed

    (Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST))

Abstract

The aim of the current research was to recognize consumer attitude gap toward green brand by studying role of green consumer value and green brand equity toward the switching intention and purchase intention of consumers toward green brands. The current research employed quantitative research design and collected data through questionnaire from 331 respondents. The PLS-structural equation modeling was employed to analyze the structured relationships. The findings suggest green customer value is product of the three important factors namely green brand experiential risk, green brand experiential quality and green brand experience. Hence, these act as the main drivers of switching consumer behavioral intention toward the green products through consumer green brand equity. The research attempts to study the attitude–behavior gap in the green marketing literature by investigating the role which includes, green brand experiential risk, green brand experiential quality and green brand experience on customer value leading to green brand equity. The research provide an in-depth understating of attitude–behavior gaps and role of green customer value and brand equity that plays vital role in marketing campaigns and policy making to increase purchase intention of green eco-conscious products.

Suggested Citation

  • Syed Hasnain Alam Kazmi & Muhammad Saeed Shahbaz & Muhammad Shujaat Mubarik & Junaid Ahmed, 2021. "Switching behaviors toward green brands: evidence from emerging economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(8), pages 11357-11381, August.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:8:d:10.1007_s10668-020-01116-y
    DOI: 10.1007/s10668-020-01116-y
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    Cited by:

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    2. Mashaal A. M. Saif & Nazimah Hussin & Maizaitulaidawati Md Husin & Ayed Alwadain & Ayon Chakraborty, 2022. "Determinants of the Intention to Adopt Digital-Only Banks in Malaysia: The Extension of Environmental Concern," Sustainability, MDPI, vol. 14(17), pages 1-32, September.
    3. Gunjan Malhotra & Vimi Jham & Nidhi Sehgal, 2022. "Does Psychological Ownership Matter? Investigating Consumer Green Brand Relationships through the Lens of Anthropomorphism," Sustainability, MDPI, vol. 14(20), pages 1-15, October.
    4. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.
    5. Saif, Mashaal A.M. & Hussin, Nazimah & Husin, Maizaitulaidawati Md & Muneer, Amgad & Alwadain, Ayed, 2024. "Beyond conventions: Unravelling perceived value's role in shaping digital-only banks' adoption," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    6. Zamira Ataniyazova & Barry A. Friedman & Prabha Kiran, 2022. "New corporate social responsibility brand evaluation in a developing country: Uzbekistan," International Journal of Corporate Social Responsibility, Springer, vol. 7(1), pages 1-15, December.
    7. 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.

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