Skip to main content
SpringerLink
Log in

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

  • Published:
Quality & Quantity Aims and scope Submit manuscript

Abstract

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

Notes

  1. As both constructs, brand attitude and green brand equity, are evaluative constructs concerning the same entity, that is, the brand, we used confirmatory factor analysis models to examine whether they really capture different aspects. We compared a two-factor model, with the two factors brand attitude and green brand image, to a one-factor model with just one overall evaluative factor. Analyses showed that the two-factor model fitted the data very well, χ2(19, N = 358) = 25.11, p < .157, χ2/df = 1.31, CFI = 1.00, RMSEA = .03, 90 %CIRMSEA = [.00; .06], SRMR = .03, AIC = 59.11, and substantially better than the one-factor model, χ2(20, N = 358) = 533.93, p < .001, χ2/df = 26.70, CFI = .67, RMSEA = .27, 90 %CIRMSEA = [.25; .29], SRMR = .16, AIC = 565.93. A χ2-difference test indicated a significantly worse fit of the latter model, χ2diff (1) = 508.82, p < .001. These analyses confirm that brand attitude and green brand equity are not the same concept and should be treated as separate constructs.

  2. Including sex, age, student status (yes/no), people per household, and brand category as covariates into the analyses did not change the pattern of results obtained: (non)significant effects remained (non-)significant and significant effects remained significant. Thus, our findings did not depend on the presence or absence of covariates (Simmons et al. 2011).

  3. As our analyses are based on cross-sectional data sharing common method the obtained relations might at least to some extent be a result of common method variance, rather than of associations between the underlying constructs themselves (see for review: Podsakoff et al. 2003). Therefore, within each of the reported mediation analyses this study tested each path (i.e., from predictor to criterion, from predictor to mediator, from mediator to criterion) by using the correlational marker technique (see Richardson et al. 2009) developed by Lindell and Whitney (2001) and recommended by Grant and Campbell (2007) as well as Sendjaya et al. (2008). We used the five dimensions of the BFI-10 (Rammstedt and John 2007) as marker variables which were partialed out from the tested relations. In no case was a regression weight substantially influenced in its size or significance (i.e., in no case did we observe that a previously significant association was no longer significant or vice versa), thus indicating that our mediation findings are relatively unlikely to be explained by methodological artifacts instead of actual associations between the observed constructs.

Abbreviations

BA:

Brand attitude

PWOM:

Positive word-of-mouth

WOM:

Word-of-mouth

References

  • Aaker, D.A.: Managing Brand Equity: Capitalizing on the Value of a Brand Name. The Free Press, New York (1991)

    Google Scholar 

  • Aaker, D.A.: The value of brand equity. J. Bus. strategy 13, 27–32 (1992)

    Article  Google Scholar 

  • Ajzen, I.: The theory of planned behavior. Organ. Behav. Hum. Decis. Process. 50, 179–211 (1991)

    Article  Google Scholar 

  • Alniacik, U., Alniacik, E., Genc, N.: How corporate social responsibility information influences stakeholders’ intentions. Corp. Soc. Responsib. Environ. Manag. 18, 234–245 (2011)

    Article  Google Scholar 

  • Arcury, T.A., Scollay, S.J., Johnson, T.P.: Sex differences in environmental concern and knowledge: the case of acid rain. Sex Roles 16, 463–472 (1987)

    Article  Google Scholar 

  • Babiak, K., Trendafilova, S.: CSR and environmental responsibility: motives and pressures to adopt green management practices. Corp. Soc. Responsib. Environ. Manag. 18, 11–24 (2011)

    Article  Google Scholar 

  • Babin, B.J., Lee, J.-K., Kim, E.-J., Griffin, M.: Modeling customer satisfaction and word-of-mouth: restaurant patronage in Korea. J. Serv. Mark. 19, 133–139 (2005)

    Article  Google Scholar 

  • Batra, R., Ray, M.L.: Affective responses mediating acceptance of advertising. J. Consum. Res. 13, 234–249 (1986)

    Article  Google Scholar 

  • Bloemer, J., de Ruyter, K., Peeters, P.: Investigating drivers of bank loyalty: the complex relationship between image, service quality and satisfaction. Int. J. Bank Mark. 16, 276–286 (1998)

    Article  Google Scholar 

  • Borin, N., Lindsey-Mullikin, J., Krishnan, R.: An analysis of consumer reactions to green strategies. J. Prod. Brand Manag. 22, 118–128 (2013)

    Article  Google Scholar 

  • Brown, J.J., Reingen, P.H.: Social ties and word-of-mouth referral behavior. J. Consum. Res. 14, 350–362 (1987)

    Article  Google Scholar 

  • Buil, I., Martínez, E., de Chernatony, L.: The influence of brand equity on consumer responses. J. Consum. Mark. 30, 62–74 (2013)

    Article  Google Scholar 

  • Chang, C.-H., Chen, Y.-S.: Managing green brand equity: the perspective of perceived risk theory. Qual. Quant. 48, 1753–1768 (2013)

    Article  Google Scholar 

  • Chen, Y.-S.: The driver of green innovation and green image—green core competence. J. Bus. Ethics 81, 531–543 (2008a)

    Article  Google Scholar 

  • Chen, Y.-S.: The positive effect of green intellectual capital on competitive advantages of firms. J. Bus. Ethics 77, 271–286 (2008b)

    Article  Google Scholar 

  • Chen, Y.-S.: The drivers of green brand equity: green brand image, green satisfaction and green trust. J. Bus. Ethics 93, 307–319 (2010)

    Article  Google Scholar 

  • Chen, Y.-S., Chang, C.-H.: Enhance environmental commitments and green intangible assets toward green competitive advantages: an analysis of structural equation modeling (SEM). Qual. Quant. 47, 529–543 (2013)

    Article  Google Scholar 

  • Chen, Y.-S., Lin, C.-L., Chang, C.-H.: The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Qual. Quant. 48, 1–15 (2013)

    Google Scholar 

  • Chiou, J.-S.: The antecedents of consumers’ loyalty toward internet service providers. Inf. Manag. 41, 685–695 (2004)

    Article  Google Scholar 

  • Cobb-Walgren, C.J., Ruble, C.A., Donthu, N.: Brand equity, brand preference, and purchase intent. J. Advert. 24(3), 25–40 (1995)

    Article  Google Scholar 

  • Cui, G., Lui, H.-K., Chan, T.-S., Joy, A.: Consumers’ attitudes toward marketing: a cross-cultural study of China and Canada. J. Int. Consum. Mark. 20, 81–93 (2008)

    Article  Google Scholar 

  • Cui, G., Lui, H.-K., Chan, T.-S., Joy, A.: Decomposition of cross-country differences in consumer attitudes toward marketing. J. Consum. Mark. 29, 214–224 (2012)

    Article  Google Scholar 

  • Davidson, D., Freudenburg, W.: Gender and environmental risk concerns: a review and analysis of available research. Environ. Behav. 28, 302–339 (1996)

    Article  Google Scholar 

  • Delgado-Ballester, E., Munuera-Alemán, J.L.: Does brand trust matter to brand equity? J. Prod. Brand Manag. 14, 187–196 (2005)

    Article  Google Scholar 

  • Diamantopoulos, A., Schlegelmilch, B.B., Sinkovics, R.R., Bohlen, G.M.: Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. J. Bus. Res. 56, 465–480 (2003)

    Article  Google Scholar 

  • Dichter, E.: How word-of-mouth advertising works. Harvard Bus. Rev. 44(6), 147–166 (1966)

    Google Scholar 

  • Eagly, A.H., Chaiken, S.: The psychology of attitudes. Harcourt Brace Jovanovich College Publishers, Orlando (1993)

    Google Scholar 

  • Godes, D., Mayzlin, D.: Using online conversations to study word-of-mouth communication. Mark. Sci. 23, 545–560 (2004)

    Article  Google Scholar 

  • Grant, A.M., Campbell, E.M.: Doing good, doing harm, being well and burning out: the interactions of perceived prosocial and antisocial impact in service work. J. Occup. Organ. Psychol. 80, 665–691 (2007)

    Article  Google Scholar 

  • Grohmann, B.: Gender dimensions of brand personality. J. Mark. Res. 14, 105–119 (2009)

    Article  Google Scholar 

  • Grove, S., Fisk, R.P., Pickett, G.M., Kangun, N.: Going green in the service sector: social responsibility issues, implications and implementation. Eur. J. Mark. 30, 56–66 (1996)

    Article  Google Scholar 

  • Haddock-Fraser, J., Fraser, I.: Assessing corporate environmental reporting motivations: differences between ‘close-to-market’ and ‘business-to-business’ companies. Corp. Soc. Responsib. Environ. Manag. 15, 140–155 (2008)

    Article  Google Scholar 

  • Halstead, D., Dröge, C.: Consumer attitudes toward complaining and the prediction of multiple complaint responses. Adv. Consum. Res. 18, 210–216 (1991)

    Google Scholar 

  • Harrison-Walker, J.L.: The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. J. Servi. Res. 4, 60–75 (2001)

    Article  Google Scholar 

  • Hayes, A.F.: PROCESS: A versatile computational tool for observed variable moderation, mediation, and conditional process modeling [White paper]. Retrieved from http://www.afhayes.com/public/process2012.pdf (2012)

  • Herr, P.M., Kardes, F.R., Kim, J.: Effects of word-of-mouth and product-attribute information on persuasion: an accessibility-diagnosticity perspective. J. Consum. Res. 17, 454–462 (1991)

    Article  Google Scholar 

  • Hirsh, J.B.: Personality and environmental concern. J. Environ. Psychol. 30, 245–248 (2010)

    Article  Google Scholar 

  • Huang, C.W., Tai, A.: Different cultural values reflected in customer value perceptions of products: a comparative study of Chinese and American. J. Int. Mark. Mark. Res. 28, 37–56 (2003)

    Google Scholar 

  • Huang, Y.-C., Yang, M., Wang, Y.-C.: Effects of green brand on green purchase intention. Mark. Intell. Plan. 32, 250–268 (2014)

    Article  Google Scholar 

  • Hunter, L.M., Hatch, A., Johnson, A.: Cross-national gender variation in environmental behaviors. Soc. Sci. Q. 85, 677–694 (2004)

    Article  Google Scholar 

  • Jeong, E., Jang, S.S., Day, J., Ha, S.: The impact of eco-friendly practices on green image and customer attitudes: an investigation in a café setting. Int. J. Hosp. Manag. 41, 10–20 (2014)

    Article  Google Scholar 

  • Kang, S., Hur, W.-M.: Investigating the antecedents of green brand equity: a sustainable development perspective. Corp. Soc. Responsib. Environ. Manag. 19, 306–316 (2011)

    Article  Google Scholar 

  • Keller, K.L.: Conceptualizing, measuring, and managing customer-based brand equity. J. Mark. 57, 1–22 (1993)

    Article  Google Scholar 

  • Keller, K.L., Lehmann, D.R.: Brands and branding: research findings and future priorities. Mark. Sci. 25, 740–759 (2006)

    Article  Google Scholar 

  • Kiecker, P., Cowles, D.: Interpersonal communication and personal influence on the Internet: a framework for examining online word-of-mouth. J. Euromarket. 11, 71–88 (2002)

    Article  Google Scholar 

  • Kinnear, T.C., Taylor, J.R., Ahmed, S.A.: Ecologically concerned consumers: who are they? J. Market. 38(2), 20–24 (1974)

    Article  Google Scholar 

  • Kozinets, R.V., de Valck, K., Wojnicki, A.C., Wilner, S.J.S.: Networked narratives: understanding word-of-mouth marketing in online communities. J. Mark. 74, 71–89 (2010)

    Article  Google Scholar 

  • Kumar, P.K., Anand, B.: A new consumer behavior model towards green products: scale development and validation. Asian J. Res. Soc. Sci. Hum. 4, 177–193 (2014)

    Google Scholar 

  • Lindell, M.K., Whitney, D.J.: Accounting for common method variance in cross-sectional research designs. J. Appl. Psychol. 86, 114–121 (2001)

    Article  Google Scholar 

  • Lintukangas, K., Hallikas, J., & Kähkönen, A.-K. (in press). The role of green supply management in the development of sustainable supply chain. Corporate Social Responsibility and Environmental Management

  • Lowe, A.C., Corkindale, D.R.: Differences in ‘cultural values’ and their effects on responses to marketing stimuli: a cross-cultural study between Australians and Chinese from the People’s Republic of China. Eur. J. Mark. 32, 843–867 (1998)

    Article  Google Scholar 

  • Mattenklott, A.: Emotionale Werbung [Emotinal Advertising] (Wirtschaftspsychologie [Economic Psychology]). Springer, Heidelberg (2007)

    Google Scholar 

  • Mclntosh, A.: The impact of environmental issues on marketing and politics in the 1990s. J. Res. Market Res. Soc. 33, 205–217 (1991)

    Google Scholar 

  • McStay, J.R., Dunlap, R.E.: Male-female differences in concern for environmental quality. Int. J. Women´s Stud. 6, 291–301 (1983)

    Google Scholar 

  • Mitchell, A.A., Olson, C.J.: Are product attribute beliefs the only mediator of advertising effects on brand attitude? J. Mark. Res. 18, 318–332 (1981)

    Article  Google Scholar 

  • Mont, O.K.: Clarifying the concept of product-service system. J. Clean. Prod. 10, 237–245 (2002)

    Article  Google Scholar 

  • Mourad, M., Ahmed, Y.S.E.: Perception of green brand in an emerging innovative market. Eur. J. Innov. Manag. 15, 514–537 (2012)

    Article  Google Scholar 

  • Muck, P.M., Hell, B., Gosling, S.D.: Construct validation of a short Five-Factor model instrument. A self-peer study on the german adaptation of the ten-item personality inventory (TIPI-G). Eur. J. Psychol. Assess. 23, 166–175 (2007)

    Article  Google Scholar 

  • Muthén, B., Kaplan, D.: A comparison of some methodologies for the factor analysis of non-normal Likert variables. Br. J. Math. Stat. Psychol. 38, 171–189 (1985)

    Article  Google Scholar 

  • Nazari, E., Ghasemi, B., Saeidi, S.S.: Explaining the relationship between green brand image, green satisfaction and green trust and factors affecting on green brand equity. Bull. Georg. Natl Acad. Sci. 9, 487–494 (2015)

    Google Scholar 

  • Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2013). Antecedents of green brand equity: an integrated approach. J. Bus. Ethics, 1–13

  • Oliver, R.L.: Whence consumer loyalty? J. Mark. 63, 33–44 (1999)

    Article  Google Scholar 

  • Ottman, J.A.: Green Marketing. NTC Business Books, Lincolnwood (1994)

    Google Scholar 

  • Papista, E., Krystallis, A.: Investigating the types of value and cost of green brands: proposition of a conceptual framework. J. Bus. Ethics 115, 75–92 (2013)

    Article  Google Scholar 

  • Pappu, R., Quester, P.G., Cooksey, R.W.: Consumer-based brand equity: improving the measurement—empirical evidence. J. Prod. Brand Manag. 14, 143–154 (2005)

    Article  Google Scholar 

  • Parguel, B., Benoît-Moreau, F., Larceneux, F.: How sustainability ratings might deter ‘greenwashing’: a closer look at ethical corporate communication. J. Bus. Ethics 102, 15–28 (2011)

    Article  Google Scholar 

  • Park, S.-J., Choi, S., Kim, E.-J.: The relationships between socio-demographic variables and concerns about environmental sustainability. Corp. Soc. Responsib. Environ. Manag. 19, 343–354 (2012)

    Article  Google Scholar 

  • Peattie, K.: Environmental Marketing Management. Pitman Publishing, London (1995)

    Google Scholar 

  • Pechyiam, C., Jaroenwanit, P.: The factors affecting green brand equity of electronic products in Thailand. The Macrotheme Rev.: A Multidiscip. J. Glob. Macro Trends 3, 1–12 (2014)

    Google Scholar 

  • Peine, K., Heitmann, M., Herrmann, A.: Getting a feel for price affect: a conceptual framework and empirical investigation of consumers’ emotional responses to price information. Psychol. Mark. 26, 39–66 (2009)

    Article  Google Scholar 

  • Podsakoff, P.M., MacKenzie, B., Lee, J.-Y., Podsakoff, N.P.: Common method biases in behavioral research: a critical review of the literature and recommended remedies. J. Appl. Psychol. 88, 879–903 (2003)

    Article  Google Scholar 

  • Preacher, K.J., Hayes, A.F.: Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behav. Res. Methods 40, 879–891 (2008)

    Article  Google Scholar 

  • Rammstedt, B., John, O.P.: Measuring personality in one minute or less: a 10-item short version of the big five inventory in English and German. J. Res. Pers. 41, 203–212 (2007)

    Article  Google Scholar 

  • Richardson, H.A., Simmering, M.J., Sturman, M.C.: A tale of three perspectives: examining post hoc statistical techniques for detection and correction of common method variance. Organ. Res. Methods 12, 762–800 (2009)

    Article  Google Scholar 

  • Rundle-Thiele, S., Bennett, R.: A brand for all seasons? A discussion of brand loyalty approaches and their applicability for different markets. J. of Prod. Brand Manag. 10, 25–37 (2001)

    Article  Google Scholar 

  • Schafer, J. L. (1999). NORM: Multiple imputation of incomplete data under a normal model, version 2. Software for Windows 95/98/NT. http://sites.stat.psu.edu/~jls/misoftwa.html. Accessed 11 November 2013

  • Schurr, P.H., Ozanne, J.L.: Influences on exchange processes: buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness. J. Consum. Res. 11, 939–953 (1985)

    Article  Google Scholar 

  • Sendjaya, S., Sarros, J.C., Santora, J.C.: Defining and measuring servant leadership behaviour in organizations. J. Manag. Stud. 45, 402–424 (2008)

    Article  Google Scholar 

  • Siemsen, E., Roth, A., Oliveira, P.: Common method bias in regression models with linear, quadratic, and interaction effects. Organ. Res. Methods 13, 456–476 (2010)

    Article  Google Scholar 

  • Silvera, D.H., Austad, B.: Factors predicting the effectiveness of celebrity endorsement advertisements. Eur. J. Mark. 38, 1509–1526 (2004)

    Article  Google Scholar 

  • Simmons, J.P., Nelson, L.D., Simonsohn, U.: False-positive psychology undisclosed flexibility in data collection and analysis allows presenting anything as significant. Psychol. Sci. 22, 1359–1366 (2011)

    Article  Google Scholar 

  • Singh, J.: Consumer complaint intentions and behavior: definitional and taxonomical issues. J. Mark. 52, 93–107 (1988)

    Article  Google Scholar 

  • Soares, A.M., Farhangmehr, M., Shoham, A.: Hofstede’s dimensions of culture in international marketing studies. J. Bus. Res. 6, 277–284 (2007)

    Article  Google Scholar 

  • Spörrle, M., Bekk, M.: Nachhaltiges Konsumentenverhalten [Sustainable consumer behavior]. In: Moser, K. (ed.) Wirtschaftspsychologie, pp. 285–302. Springer, Heidelberg (2015)

    Google Scholar 

  • Srinivasan, V., Park, C.S., Chang, D.R.: An approach to the measurement, analysis, and prediction of brand equity and its sources. Manag. Sci. 51, 1433–1448 (2005)

    Article  Google Scholar 

  • Swaminathan, V., Page, K.L., Gürhan-Canli, Z.: ‘My’ brand or ‘our’ brand: the effects of brand relationship dimensions and self-construal on brand evaluations. J. Consum. Res. 34, 248–259 (2007)

    Article  Google Scholar 

  • Torres, A., Bijmolt, T.H., Tribó, J.A., Verhoef, P.: Generating global brand equity through corporate social responsibility to key stakeholders. Int. J. Res. Mark. 29, 13–24 (2012)

    Article  Google Scholar 

  • Vlachos, P.A., Tsamakos, A., Vrechopoulos, A.P., Avramidis, P.K.: Corporate social responsibility: attributions, loyalty, and the mediating role of trust. J. Acad. Mark. Sci. 37, 170–180 (2009)

    Article  Google Scholar 

  • Westbrook, R.A.: Product/consumption-based affective responses and postpurchase processes. J. Mark. Res. 24, 258–270 (1987)

    Article  Google Scholar 

  • Wilkie, W.: Consumer Behavior. Wiley, New York (1986)

    Google Scholar 

  • Yasin, N.M., Noor, M.N., Mohamad, O.: Does image of country-of-origin matter to brand equity? J. Prod. Brand Manag. 16, 38–48 (2007)

    Article  Google Scholar 

  • Yieh, K., Chiao, Y.-C., Chiu, Y.-K.: Understanding the antecedents to customer loyalty by applying structural equation modeling. Total Qual. Manag. Bus. Excell. 18, 267–284 (2007)

    Article  Google Scholar 

  • Yoo, B., Donthu, N.: Developing and validating a multidimensional consumer-based brand equity scale. J. Bus. Res. 52(1), 1–14 (2001)

    Article  Google Scholar 

  • Yoo, B., Donthu, N., Lee, S.: An examination of selected marketing mix elements and brand equity. J. Acad. Mark. Sci. 28, 195–211 (2000)

    Article  Google Scholar 

Download references

Author information

Author notes

    Authors and Affiliations

    1. Department of Marketing and Brand Management, University of Cologne, Albertus-Magnus-Platz, 50932, Cologne, Germany

      Magdalena Bekk

    2. Private University Castle Seeburg, Seeburgstr. 8, Seekirchen am Wallersee, 5201, Salzburg, Austria

      Matthias Spörrle

    3. Department of Education and Psychology, Freie Universität Berlin, Habelschwerdter Allee 45, 14195, Berlin, Germany

      Rebekka Hedjasie & Rudolf Kerschreiter

    Authors
    1. Magdalena Bekk
      View author publications

      You can also search for this author in PubMed Google Scholar

    2. Matthias Spörrle
      View author publications

      You can also search for this author in PubMed Google Scholar

    3. Rebekka Hedjasie
      View author publications

      You can also search for this author in PubMed Google Scholar

    4. Rudolf Kerschreiter
      View author publications

      You can also search for this author in PubMed Google Scholar

    Corresponding author

    Correspondence to Magdalena Bekk.

    Additional information

    Magdalena Bekk and Matthias Spörrle have contributed equally to this work.

    Appendix

    Appendix

    English version

    German version

    Green brand image

     The brand is regarded as the best benchmark of environmental commitments

    Die Marke gilt als sehr hoher Maßstab im Bereich Umweltengagement

     The brand is professional about environmental reputation

    Die Marke genießt im Umweltschutz ein professionelles Ansehen

     The brand is successful about environmental performance

    Die Marke ist erfolgreich in ihrem Einsatz für die Umwelt

     The brand is well established about environmental concern

    Die Marke hat sich in Umweltangelegenheiten einen guten Namen gemacht

     The brand is trustworthy about environmental promises

    Die Marke ist vertrauenswürdig hinsichtlich ihrer Versprechen zum Umweltschutz

    Green satisfaction

     You are happy about the decision to choose this brand because of its environmental commitments

    Sie glauben, dass es aufgrund der Leistungen die diese Marke für die Umwelt erbringt richtig ist, Angebote, Produkte oder Dienstleistungen von ihr zu kaufen oder zu nutzen

     You believe that it is a right thing to purchase this brand because of its environmental performance

    Im Großen und Ganzen sind Sie aufgrund der Umweltfreundlichkeit dieser Marke froh, Angebote, Produkte oder Dienstleistungen von ihr zu kaufen oder zu nutzen

     Overall, you are glad to buy this brand because it is environmental friendly

    Sie sind zufrieden mit der Entscheidung diese Marke aufgrund ihres Umweltengagements zu wählen

     Overall, you are satisfied with this brand because of its environmental concern

    Im Großen und Ganzen sind Sie mit dieser Marke zufrieden, weil ihr Umweltangelegenheiten ein Anliegen sind

    Green trust

     You feel that this brand’s environmental commitments are generally reliable

    Sie haben den Eindruck, dass das Umweltengagement dieser Marke generell glaubwürdig ist

     You feel that this brand’s environmental performance is generally dependable

    Sie haben das Gefühl, dass die Marke in ihrem Einsatz für die Umwelt generell verlässlich ist

     You feel that this brand’s environmental argument is generally trustworthy

    Sie glauben, dass das Bekenntnis dieser Marke für die Umwelt insgesamt vertrauenswürdig ist

     This brand’s environmental concern meets your expectations

    Das ökologische Anliegen dieser Marke entspricht Ihren Erwartungen

     This brand keeps promises and commitments for environmental protection

    Diese Marke hält ihre Versprechen und ihre Zusagen für den Umweltschutz

    Green Brand Equity

     It makes sense to buy this brand instead of other brands because of its environmental commitments, even if they are the same

    Es ist sinnvoll, diese Marke aufgrund ihres Umweltengagements anstelle von Alternativmarken zu kaufen oder zu bevorzugen, selbst wenn diese gleich sind

     Even if another brand has the same environmental features as this brand, you would prefer to buy this brand

    Selbst wenn eine Alternativmarke die gleichen ökologischen Eigenschaften wie diese Marke besäße, würden Sie es vorziehen, diese Marke zu kaufen oder ihr Angebot zu nutzen

     If there is another brand’s environmental performance as good as this brand’s, you prefer to buy this brand

    Auch dann wenn es eine Alternativmarke mit den gleichen Leistungen für die Umwelt wie jene dieser Marke gibt, würden Sie es vorziehen, diese Marke zu kaufen oder ihr Angebot zu nutzen

     If the environmental concern of another brand is not different from that of this brand in any way, it seems smarter to purchase this brand

    Auch wenn sich das ökologische Anliegen einer Alternativmarke in keiner Art und Weise von jenem dieser Marke unterscheidet, scheint es klüger zu sein, diese Marke zu kaufen oder ihr Angebot zu nutzen

    Brand attitude

     Negative/positive

    Negativ/positiv

     Unpleasant/pleasant

    Unangenehm/angenehm

     Good/bad

    Schlecht/gut

     Sympathetic/unsympathetic

    Sympathisch/unsympathisch

    Positive word-of-mouth communication

     I mention this service organization to others quite frequently

    Ich erwähne diese Marke gegenüber anderen oft positiv

     I seldom do more than mention the name of this service organization to others

    Ich lasse keine Gelegenheit aus, anderen von dieser Marke zu erzählen

     I have only good things to say about this service organization

    Ich kann nur Gutes über diese Marke sagen

     I am proud to tell others that I use this service organization

    Ich bin stolz anderen erzählen zu können, dass ich Angebote, Produkte oder Dienstleistungen dieser Marke kaufe oder nutze

    Rights and permissions

    Reprints and permissions

    About this article

    Check for updates. Verify currency and authenticity via CrossMark

    Cite this article

    Bekk, M., Spörrle, M., Hedjasie, R. et al. Greening the competitive advantage: antecedents and consequences of green brand equity. Qual Quant 50, 1727–1746 (2016). https://doi.org/10.1007/s11135-015-0232-y

    Download citation

    • Published:

    • Issue Date:

    • DOI: https://doi.org/10.1007/s11135-015-0232-y

    Keywords

    Search

    Navigation