An Expectancy Model of Green Product Consumption and Green Brand Equity

  • Ramazan H. Arikan
  • Chuandi Jiang
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Drawing from the expectancy theory, this paper proposes a model of green product consumption and green brand equity. Consumers’ green product evaluation results in some expectations regarding their consumptions. These expectations are categorized in material and ethical outcomes and are ensued by the instrumentality effect. This effect is reflected in the possession rewards for material outcomes and in the moral rewards for ethical outcomes. Green product consumption and green brand equity is contingent on the weighted valence of the respective rewards. The paper is the first study to examine green product consumption and green brand equity from an expectancy theory perspective.


Brand equity Green brands Green products Expectancy theory Ethics Materialism 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Saint Louis University/Ozyegin UniversityIstanbulTurkey
  2. 2.Saint Louis UniversitySaint LouisUSA

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