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The factors affecting the green brand equity of electronic products: Green marketing

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  • Narges Delafrooz
  • Armin Goli

Abstract

This study is intentionally functional, and, from the data collection aspect, is a descriptive survey. The statistical data for the present study includes low-power electronic and electric products in Guilan Province. A total of 384 consumers were chosen using the random cluster sampling method. We have used confirmatory factor analysis and structural equation modeling to analyze the given data. The findings show that there is a significant relationship among brand-perceived quality, green brand image, (GBI) and brand value, but not with the green brand-perceived value (GBPV). In addition, the results of the study show that brand credibility has a significant relationship with the GBPV and GBI, but not with the GBPV and GBI, each of which are associated with the green brand in a different way. At the end of this survey, you will read about the intermediate variables, all of which are acceptable, except the intermediate variables of brand credibility and GBI.

Suggested Citation

  • Narges Delafrooz & Armin Goli, 2015. "The factors affecting the green brand equity of electronic products: Green marketing," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1079351-107, December.
    • Handle: RePEc:taf:oabmxx:v:2:y:2015:i:1:p:1079351
    DOI: 10.1080/23311975.2015.1079351
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    References listed on IDEAS

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    1. 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.
    2. 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.
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    Cited by:

    1. Shehawy, Yasser Moustafa & Ali Khan, Syed Md Faisal, 2024. "Consumer readiness for green consumption: The role of green awareness as a moderator of the relationship between green attitudes and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Mihai STOICA, 2020. "Green Brand: An Integrated Conceptual Framework," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 117-134, November.
    3. Tsai, Pei-Hsuan & Lin, Guan-Yi & Zheng, Yu-Lin & Chen, Yi-Chong & Chen, Pao-Zhen & Su, Zheng-Cheng, 2020. "Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. 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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