Switching behaviors toward green brands: evidence from emerging economy

Syed Hasnain Alam Kazmi (), Muhammad Saeed Shahbaz (), Muhammad Shujaat Mubarik () and Junaid Ahmed ()
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Syed Hasnain Alam Kazmi: Southwest Jiaotong University
Muhammad Saeed Shahbaz: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)
Muhammad Shujaat Mubarik: Korangi Creek
Junaid Ahmed: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST)

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2021, vol. 23, issue 8, No 12, 11357-11381

Abstract: Abstract The aim of the current research was to recognize consumer attitude gap toward green brand by studying role of green consumer value and green brand equity toward the switching intention and purchase intention of consumers toward green brands. The current research employed quantitative research design and collected data through questionnaire from 331 respondents. The PLS-structural equation modeling was employed to analyze the structured relationships. The findings suggest green customer value is product of the three important factors namely green brand experiential risk, green brand experiential quality and green brand experience. Hence, these act as the main drivers of switching consumer behavioral intention toward the green products through consumer green brand equity. The research attempts to study the attitude–behavior gap in the green marketing literature by investigating the role which includes, green brand experiential risk, green brand experiential quality and green brand experience on customer value leading to green brand equity. The research provide an in-depth understating of attitude–behavior gaps and role of green customer value and brand equity that plays vital role in marketing campaigns and policy making to increase purchase intention of green eco-conscious products.

Keywords: Green brand equity; Eco-conscious; Ecological; Environmental concern; Organic foods; Environment (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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DOI: 10.1007/s10668-020-01116-y

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