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Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

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Abstract

Millennials are considered fighters against climate change to reduce waste and promote environmentally friendly products worldwide. This study examines the relative importance of green awareness among millennials and green brand image impact on green word of mouth millennials. Complementing previous research, we propose an integrated model that includes variables such as Green Brand (GRB), Green Satisfaction (GRS), Green Loyalty (GRL), and Green Word of mouth (GRW). We find a significant relationship between these variables using structural equation modeling. Our research is the first to explicitly examine variables in branding and relationship marketing.

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  1. Ethiopian Civil Service University, CMC Road, PO BOX 5648, Addis Ababa, Ethiopia

    Pankaj Tiwari

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Appendix

Appendix

Constructs

Items

Sources

Authors

Green Brand Image (GRB)

GRB1

This bank brand is widely recognized as the benchmark for environmentally friendly development.

Chen et al. (2020)

 

GRB2

This bank brand has an impeccable ecological reputation.

Chen et al. (2020)

 

GRB3

The bank brand has exceptional features from an environmental point of view.

Chen et al. (2020)

 

GRB4

When it comes to the environment performance, this bank the brand does a remarkable job.

Chen et al. (2020)

 

GRB5

This bank brand is reliable in terms of sustainable development.

Chen et al. (2020)

Green Satisfaction (GRS)

GRS1

You are happy with your decision to purchase this product/service from this bank due to its favorable environmental image.

Chen, 2010

 

GRS2

Due to the environmental functionality of this product/service from this bank, you consider purchasing this product/service is a wise option.

Chen, 2010

 

GRS3

You are happy with your purchase of this product/service from this bank since it is environmentally friendly.

Chen, 2010

 

GRS4

You are satisfied with this environmentally friendly product/service performance

Chen, 2010

Green Loyalty (GRL)

GRL1

I am willing to buy back the product/services based on the company’s environmental performance.

Chen (2013)

 

GRL2

I like the brand over other brands when shopping because of its green functionality.

Chen (2013)

 

GRL3

I rarely think about a brand change because of the environmental qualities inherent in that brand.

Chen (2013)

 

GRL4

Due to the brand’s environmental friendliness, I intend to keep buying this bank products/services.

Chen, 2013

Green Word of Mouth (GRW)

GRW1

We would strongly recommend this product/service due to its eco-friendly image.

Molinari et al. (2008)

 

GRW2

We would recommend this product/service because of its environmental functionality.

Molinari et al. (2008)

 

GRW3

Since this product/service is environmentally friendly, we would inspire others to buy the product;

Molinari et al. (2008)

 

GRW4

We would recommend this product/service to others for its environmental performance

Molinari et al. (2008)

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Tiwari, P. Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks. Public Organiz Rev 23, 59–78 (2023). https://doi.org/10.1007/s11115-021-00597-3

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