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- Title
Relationship among Consumer Values, Green Brand Equity and Green Purchase Intention: A Conceptual Framework.
- Authors
Prakash, Neha; Thakur, Anand
- Abstract
Over the past few decades, green products have been recognized as a critical source for achieving environmental sustainability. Various factors, including attitude, norms, beliefs, values, and motivations, affect the consumers’ behavior. However, the literature is scarce on the relationship between values and branding. The present study proposes an integrated conceptual model to better explain green consumer behavior by exploring consumer values (personal and consumption), green brand equity (trust, satisfaction, image, and loyalty) and green purchase intention. The study adds to the knowledge of green consumption and branding.
- Subjects
CONSUMER behavior; BRAND equity; VALUES (Ethics); CONSUMERS; SUSTAINABLE consumption; INTENTION; YOUNG consumers
- Publication
International Management Review, 2023, p49
- ISSN
1551-6849
- Publication type
Article