The effects of green brand equity on green word of mouth: the mediating roles of three green factors

Abstract

Purpose This study aims to investigate the effects of green brand equity (GBE) on green brand attachment (GBA), green self-brand connection (GSBC), green brand attitude (GBAT) and green word of mouth (GWOM). Moreover, the mediating role of three main factors, namely, GBA, GSBC and GBAT. Design/methodology/approach Through an in-depth review of the relevant literature, a conceptual model was developed and a questionnaire was designed. Out of 600 distributed questionnaires among customers of disposable tableware brands in Tehran, 265 questionnaires were returned. Data were analyzed for measuring the proposed model using the structural equation modeling technique. Findings The obtained results showed that GBE has positive impacts on GBA, GSBC, GBAT and GWOM. GBA, GSBC and GBAT have positive impacts on GWOM. Also, GBA, GSBC and GBA partially mediate the relationship between GBE and GWOM. Research limitations This study has been done in the context of Iran, so caution should be taken to generalize the results. Practical implications This study provides a clear insight for brand managers and marketers about the mechanism of enhancing green signals, which a brand can transfer to consumers through GBE. Also, the study suggests that companies should design their advertisement in a way that demonstrates the environmental responsibility of the brand and environmentally friendly features of products to increase consumer awareness of environmental concerns. Social implications The obtained results might increase green awareness among the people which is hoped other industries, particularly manufacturing ones make necessary efforts toward promoting the implementation of green manufacturing. Originality/value The results provide important environmental concepts in the field of green marketing and use sustainable development and signaling theories to enhance the attraction of disposable tableware in both business-to-business and business-to-consumer contexts. This study also adds a new concept of GSBC to the marketing literature.