The effects of green brand image on brand loyalty: The case of mainstream fast food brands

Anna Watson (), Rozenn Perrigot () and Olufunmilola (lola) Dada ()
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Anna Watson: Edinburgh Napier University
Rozenn Perrigot: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Olufunmilola (lola) Dada: LUMS - Lancaster University Management School - Lancaster University

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Abstract: While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.

Keywords: brand loyalty; environmental concern; fast food; green brand image; sustainable consumption (search for similar items in EconPapers)
Date: 2023
New Economics Papers: this item is included in nep-agr, nep-env, nep-ger and nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-04194919
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Citations: View citations in EconPapers (2)

Published in Business Strategy and the Environment, 2023, ⟨10.1002/bse.3523⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04194919

DOI: 10.1002/bse.3523

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