Switching behaviors toward green brands: evidence from emerging economy

Kazmi, Syed Hasnain Alam; Shahbaz, Muhammad Saeed; Mubarik, Muhammad Shujaat; Ahmed, Junaid

doi:10.1007/s10668-020-01116-y

Cited by 28 publications

(19 citation statements)

References 78 publications

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“…We included 33 studies published between 2006 and 2021 in the SLR, with the largest number of studies from: 2020-6 studies [24,25,77,[105][106][107], 2019-6 studies [28,29,78,79,108,109], and 2017-5 studies [31][32][33]110,111] The research was conducted in Taiwan-7 studies [24,29,76,106,109,112,113], Pakistan-5 studies [32,77,[114][115][116], Turkey-4 studies [30,31,107,110], China-3 studies [25,79,114], India-3 studies [28,108,111], and Iran-3 studies [110,117,118]. One study each was related to research conducted in the United States [119], Germany [34], Finland [115], Egypt [7], Malaysia [120], Indonesia…”

Section: General Informationmentioning

confidence: 99%

“…Sustainability 2021, 13, x FOR PEER REVIEW 7 of 32 [25,79,114], India-3 studies [28,108,111], and Iran-3 studies [110,117,118]. One study each was related to research conducted in the United States [119], Germany [34], Finland [115], Egypt [7], Malaysia [120], Indonesia [78], Ghana [26], Vietnam [105], Italy [77], Thailand [121], and South Korea [122].…”

Section: General Informationmentioning

confidence: 99%

“…In some cases, the focus was on services [34], activities of SMEs [26], as well as green restaurants related to food green practices, and environmental-focused green practices [119]. Some studies have taken a general approach to green products [32,111,115,117], green brands [32,114], white goods [110] or studied supermarket customers [33].…”

Section: General Informationmentioning

confidence: 99%

“…The subject of the studies (products and services) varied. Some articles examined green brands [32,114] and green products [32,111,115,117], in general without specifying the product category or service type. Others examined single product categories, for example, smartphones [106], clothing [25], cosmetics [29,107], mineral water [78], personal care products [107], tissues [30,109], flooring products [79], electric [118,120], and electronic products [76,113,116,118,[120][121][122].…”

Section: General Outcomesmentioning

confidence: 99%

“…The 'purchase' factor identified as the result of GBE was analyzed as 'purchase intention'-3 studies, 'green purchase intention'-3 studies, 'green brand purchase intention'-2 studies, and in single studies as 'behavioral intentions', 'green behavioral intentions', and 'willingness to pay premium'. It was important for clothing [25], coffee [112], gas stations [30], smartphones [106], tissues [109], as well as green brands [114] and green products [115]. Green brand purchase intention, on the other hand, was analyzed among supermarket consumers [33].…”

Section: General Outcomesmentioning

confidence: 99%

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Green Brand Equity—Empirical Experience from a Systematic Literature Review

et al. 2021

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Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Additionally, the backward and forward snowballing methods were applied. In our SLR, we included empirical studies published between 2006 and 2021 as peer-reviewed papers in English. Exclusion criteria included studies with theoretical models, studies describing brand equity not related to GBE, Ph.D. thesis, short reports, workshop papers, practice guidelines, book chapters, reviews, and conference publications. Finally, 33 articles were analyzed as part of the SLR in two fields: general information (authorship, year of publication, type of study, research country or location, sample size, and product categories), and research specifications (factors or variables, number and type of hypotheses, scale or measurement items, type of statistical analysis, and selected indicators of statistical methods). Image, trust, value, satisfaction, and loyalty appeared to be the most studied determinants of GBE. Less frequently analyzed were quality, awareness, attributes, particular promotional activities, and the fact of purchase. The results obtained are important in practical terms, showing what to consider when creating GBE in different categories of products and services.

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Section: General Informationmentioning

confidence: 99%

Section: General Informationmentioning

confidence: 99%

Section: General Informationmentioning

confidence: 99%

Section: General Outcomesmentioning

confidence: 99%

Section: General Outcomesmentioning

confidence: 99%

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Green Brand Equity—Empirical Experience from a Systematic Literature Review

et al. 2021

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Beyond the hype: Deciphering brand trust amid sustainability skepticism

Riva,

Magrizos,

Rizomyliotis

et al. 2024

Bus Strat Env

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Positioning a brand as environment‐friendly does not guarantee that customers will blindly accept it. While previous research has explored consumer responses to various green marketing claims, the search for the process under which consumers form positive or negative associations remains inconclusive. Based on the theoretical lens of signaling, this study examines the process of green brand trust where consumers form green brand associations after receiving the appropriate signal from the firms. In so doing we answer calls for more research on green brand trust and extend previous understanding by arguing for and confirming the mediating role of green brand associations. We further hypothesize that resultant mediation will be stronger for individuals with low green skepticism. Findings from 270 consumers indicate that green brand association mediates the relationship between green brand positioning and green brand trust. Further, green skepticism may weaken green brand association's effect on green brand trust. While firms tend to take extra effort to make their green offering trustworthy, they need to strengthen their signaling efforts that facilitate associating with a green brand to trust that brand.

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Switching to sustainable products: The role of time, product, and customer characteristics

Karman,

Lipowski

2024

Psychology and Marketing

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Achieving a sustainable economy is one of the primary needs of our time, and sustainable products can play a decisive role in achieving this goal. This article seeks answers about the role of time and product characteristics in the intention to switch to a sustainable product using the example of an everyday product. Drawing from social identity theory, utility maximization and switching theory, the authors propose a conceptual model to examine these questions in a specific market disruption when a product is modified by the same company. The framework focuses on the time‐varying effects of customers' features (brand identification, loyalty, embeddedness) and products' features (perceived value [PV], compliance, switching cost) on switching behavior. The research was carried out using a quasi‐experimental method in three periods. In the first stage, Cox Proportional Hazard Regression was used, and a random‐effects model in the second. Results from longitudinal data of 282 customers during the launch of a new sustainable product show that customer characteristics do not influence the intention to switch. In contrast, the PV and switching costs inhibit the switching behavior, but their effects vary over time. In particular, the effect of the relative PV of the sustainable product on switching will increase over time, but the importance of customer–brand identification also rises. The study has important implications for introducing a sustainable equivalent of an incumbent product of the same brand.

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Switching behaviors toward green brands: evidence from emerging economy

Cited by 28 publications

References 78 publications

Green Brand Equity—Empirical Experience from a Systematic Literature Review

Green Brand Equity—Empirical Experience from a Systematic Literature Review

Beyond the hype: Deciphering brand trust amid sustainability skepticism

Switching to sustainable products: The role of time, product, and customer characteristics

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