Antecedents and Consequences of Green Brand Equity

Huge wave of environmentalism and green trends in recent decades, have driven the propensity of so many scholars of different branches toward studying environment and green activities, and in other side Marketing as a pioneer discipline has been affected and different variables and constructs have been turned toward this green movement. The present quantitative study attempted to test the effects of novel constructs of Green Brand Image, Green Brand Satisfaction, Green Brand Trust on each other and subsequently on Green Brand Equity, Brand Preference and Purchase Intention. 9 hypotheses have been developed as a conceptual model. The Customers of Samsung and LG brands in home accessories category were the studied society, so a sample of 278 customers through convenience sampling have been selected and a five point Likert scale questionnaire was distributed among and filled in self-report method. Studying model has been tested using LISREL software through Path Analysis. Besides indicating great goodness of fit for the model, results showed Green Brand Image has positive effect on Green Brand Satisfaction and Green Brand Trust, also Green Brand Satisfaction has positive effect on Green Brand Trust, Green Brand Equity and Brand Preference, and Green Brand Trust has positive effect on Green Brand Equity. Also Green Brand Equity has positive effect on Brand Preference and Brand Preference on the Purchase Intention. Direct effect of green brand equity on purchase intention was not significant.