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The effects of green brand image on brand loyalty: The case of mainstream fast food brands

Author

Listed:
  • Anna Watson

    (Edinburgh Napier University)

  • Rozenn Perrigot

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Olufunmilola (lola) Dada

    (LUMS - Lancaster University Management School - Lancaster University)

Abstract

While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.

Suggested Citation

  • Anna Watson & Rozenn Perrigot & Olufunmilola (lola) Dada, 2023. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Post-Print hal-04194919, HAL.
    • Handle: RePEc:hal:journl:hal-04194919
    DOI: 10.1002/bse.3523
    Note: View the original document on HAL open archive server: https://hal.science/hal-04194919
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    References listed on IDEAS

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    1. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    2. Heesup Han, 2020. "Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2815-2828, September.
    3. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
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    Keywords

    brand loyalty; environmental concern; fast food; green brand image; sustainable consumption;
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