Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh

Md. S. R. Tamim and Md. Awlad Hossain
Additional contact information
Md. S. R. Tamim: PRAN-RFL GROUP, Dhaka, Bangladesh.
Md. Awlad Hossain: Comilla University , Cumilla ,Bangladesh.

International Journal of Science and Business, 2022, vol. 13, issue 1, 90-99

Abstract: To explore the interpretative factors in Bangladesh to investigate the impact of these determinants on green brand equity of young consumers and finding of the each constructs association on each other. Data are collected with structured questionnaire from 227 young consumers' of Bangladesh by online survey. To analyze the data, SPSS 26.0 has been used. Descriptive statistics analysis and multiple regression analyses have been used to evaluate the responses. The study reveals that four independent variables are positively related to green brand equity ( GBE )and the four variables are green brand image(GBI) , Green brand awareness(GBA) , Green brand positioning(GBP),Green perceived value(GPV). All the hypothesis are accepted by the study . In this study develop an insight that the Companies should take realistic initiatives to develop green brands and create a strong impression for the consumers. Moreover, along with companies, respected governments, NGOs, green concerns, international authorities should come forward to encourage people for green consumption to save the environment for a sustainable future.

Keywords: Green brand; Brand Equity; Green Brand Image; Green Brand Awareness; Green Brand Positioning; and Green Perceived Value. (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ijsab.com/wp-content/uploads/947.pdf (application/pdf)
https://ijsab.com/volume-13-issue-1/4944 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aif:journl:v:13:y:2022:i:1:p:90-99

Access Statistics for this article

International Journal of Science and Business is currently edited by Dr. Md Shamim Hossain

More articles in International Journal of Science and Business from IJSAB International
Bibliographic data for series maintained by Farjana Rahman ().