Quality & Quantity

, Volume 50, Issue 4, pp 1727–1746 | Cite as

Greening the competitive advantage: antecedents and consequences of green brand equity

  • Magdalena Bekk
  • Matthias Spörrle
  • Rebekka Hedjasie
  • Rudolf Kerschreiter


The concept of green brand equity has recently been introduced to business research. Chen (J Bus Ethics 93:307–319, 2010) found green brand equity to be positively influenced by green brand image via green satisfaction and green trust as parallel mediators in an Asian electronic product customer sample. Our research aims at replicating and extending these findings. Based on a German sample (N = 358), we replicate this mediation model in a different cultural context (a Western culture), extend it to service brands, and show that the model is valid for female as well as male consumers. Furthermore, we extend the original model by providing first empirical evidence for the relevance of green brand equity as a predictor of key economic indicators of consumer response (i.e., brand attitude, positive word-of-mouth communication). Finally, we discuss the implications of green brand equity for management as one determinant of a company’s success in a highly competitive business world.


Green marketing Green brand image Green brand equity Brand attitude Positive word-of-mouth communication Consumer research 



Brand attitude


Positive word-of-mouth




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Copyright information

© Springer Science+Business Media Dordrecht 2015

Authors and Affiliations

  • Magdalena Bekk
    • 1
  • Matthias Spörrle
    • 2
  • Rebekka Hedjasie
    • 3
  • Rudolf Kerschreiter
    • 3
  1. 1.Department of Marketing and Brand ManagementUniversity of CologneCologneGermany
  2. 2.Private University Castle SeeburgSalzburgAustria
  3. 3.Department of Education and PsychologyFreie Universität BerlinBerlinGermany

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