scholarly journals Green Marketing Effect on Consumer’s Purchasing Behavior/intention and Brand Equity

2021 ◽  
Vol 6 (2) ◽  
Keyword(s):  
Brand Equity ◽  
Green Marketing ◽  
Purchasing Behavior ◽  
Behavior Intention

Psychological and Relational Moderators for the Relationship Between Brand Equity and Its Consequences

2020 ◽  
Vol 18 (4) ◽  
pp. 93-116
Author(s):  
Ying Kai Liao ◽  
Giang Nu To Truong ◽  
Phuong Minh Binh Nguyen
Keyword(s):  
Brand Equity ◽  
Program Participation ◽  
Product Knowledge ◽  
Brand Preference ◽  
Moderating Effects ◽  
Loyalty Program ◽  
Behavior Intention ◽  
Customer Expectation ◽  
Shopping Experience ◽  
Relevant Variables

One of the most critical marketing topics which have been widely discussed is brand equity. However, the moderating effects of relevant variables on brand equity are still inconclusive. This study focused on the potential moderating effects of consumer variables on the influences of brand equity on behavioral intention. Using a survey approach, the result of 353 cosmetics consumers showed that the level of relational moderators, including loyalty program participation, relationship age, product knowledge, and previous shopping experience would accelerate the influences of brand equity on behavior intention, brand preference, and word of mouth. While the level of psychological moderators including product involvement, brand commitment, brand love, switching cost and customer expectation would amplify the influence of brand equity to the same consequential variables. These results may provide an essential reference for both academicians and professionals to conduct further empirical validation or develop appropriate marketing programs to promote brand equity.

Antecedents and consequences of strategic green marketing orientation

2014 ◽  
Vol 5 (2) ◽  
pp. 338-362 ◽  
Author(s):  
Hardeep Chahal ◽  
Ramesh Dangwal ◽  
Swati Raina
Keyword(s):  
Relationship Marketing ◽  
Social Marketing ◽  
Brand Equity ◽  
Marketing Mix ◽  
Green Marketing ◽  
Future Research ◽  
Content Type ◽  
Marketing Orientation ◽  
Marketing Relationship ◽  
Green Trust

Purpose – The study aims to propose four novel constructs of green satisfaction, green loyalty, green trust and green brand equity. It identifies the role of social marketing, relationship marketing, marketing orientation, general strategies, green marketing and marketing mix elements in enhancing financial and non-financial performance and ultimately the green brand equity. Green marketing strategies are gaining significant attention in the literature to support societal marketing concept vis-à-vis to enhance brand equity in the present competitive era. The present study conceptualizes a novel strategic green marketing orientation (SGMO) concept. Design/methodology/approach – The paper draws upon the extant literature to present a series of research propositions relating to SGMO. Findings – The study provides new insight to marketing management by highlighting the factors such as social marketing, relationship marketing and marketing orientation as the constituent elements which facilitate the development of SGMO in an organization. Further, the study has put emphasis on SGMO- performance relationship which is mediated by green trust, green satisfaction and green loyalty. Finally, it advances an understanding in enhancing green brand equity of the organization. Research limitations – Being conceptual in nature, the paper needs to be empirically tested across manufacturing and service sectors. Further, lack of generalization of the scale items in various sectors needs to be researched in the future research. Originality/value – This paper can help managers in identifying the three perspectives of SGMO, which include strategies (general), green marketing and marketing mix elements.

scholarly journals PENGARUH GREEN MARKETING TOOL’S TERHADAP PERILAKU PEMBELIAN KONSUMEN PADA PRODUK LAMPU PHILIPS LED

2018 ◽  
Vol 8 (3) ◽  
pp. 1515
Author(s):  
I Made Satria Putra Wibawa ◽  
I Gde Ketut Warmika
Keyword(s):  
Data Analysis ◽  
Data Collection ◽  
Sampling Method ◽  
Environmentally Friendly ◽  
Green Marketing ◽  
Purchasing Behavior ◽  
Buying Behavior ◽  
Led Lighting ◽  
Analysis Technique ◽  
Marketing Tool

The purpose of this study was to determine the effect of green marketing Tool's on consumer buying behavior. This research was conducted on Philips LED lighting products in Denpasar. The number of samples chosen was 112 people, with purposive sampling method. Data collection was done through questionnaire, with data analysis technique used is multiple liniear regression. The results of this study show that the tool of green marketing tool that consists of eco-label, eco-brand, and environmental advertisement have a positive and significant effect on consumer purchasing behavior. This shows that consumers who realize the importance of environmentally friendly products can encourage the decision to purchase a product.

Absolut Vodka: The Spirit of a Brand

2017 ◽  
pp. 1-15
Author(s):  
Rajkumar Venkatesan ◽  
Randle D. Raggio ◽  
Katherine Noel
Keyword(s):  
Brand Equity ◽  
Product Line ◽  
Economic Downturn ◽  
Purchasing Behavior ◽  
Product Line Management ◽  
Line Management

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is available for instructors. Soon after Pernod Ricard acquires Absolut vodka and other brands, the economic downturn results in changes in purchasing behavior away from premium to standard products. Brand managers consider whether to introduce a “basic” Absolut, promote a lower-priced alternative, or rebrand other vodkas under the Absolut brand to trade on its considerable brand equity.

scholarly journals Antecedent Factors of Green Purchasing Behavior: Learning Experiences, Social Cognitive Factors, and Green Marketing

2021 ◽  
Vol 12 ◽  
Author(s):  
Aries Susanty ◽  
Nia Budi Puspitasari ◽  
Heru Prastawa ◽  
Pradhipta Listyawardhani ◽  
Benny Tjahjono
Keyword(s):  
Direct Effect ◽  
Social Cognitive ◽  
Learning Experience ◽  
Contextual Factors ◽  
Demographic Factors ◽  
Green Marketing ◽  
Outcome Expectation ◽  
Cognitive Factors ◽  
Purchasing Behavior ◽  
Personal Factors

This study extends the theory of planned behavior (TPB) framework by introducing three further variables (i.e., learning experience, contextual factors, and green marketing) to explain how behavioral intention and actual behavior are induced by situational factors as well as green advertising from the company. Then, this study has four objectives. First, this study will assess the direct effect of personal factors (i.e., demographic factors) and contextual factors on learning experience and the direct effect of personal factors (i.e., demographic factors) on subjective norms. Second, this study will assess the direct effect of learning experience on social cognitive factors for a specific green product. Third, this study will assess the direct effect of social cognitive factors on intention purchasing behavior. Finally, this study will assess the role of green marketing as a moderating variable for the relationship between intention and purchasing behavior. Data used in this study were primary data, which were collected through closed questionnaires with a five-point Likert scale. This study succeeded in obtaining 602 valid data from the results of filling out questionnaires by participants. This study uses the partial least square (PLS) method with SmartPLS 3.0 for data processing. The result of data processing indicated that outcome expectation, self-efficacy, and subjective norms had significant positive effects on purchase intention for green personal care products. This study also found that the learning experience influenced both outcome expectation and self-efficacy. Although weak, the learning experience was influenced by demographic factors and contextual factors. The demographic factors that affect learning experience were gender and level of education. The contextual factor has a more substantial influence on learning experience in developing consumption-related attitudes to green personal care products than the demographic factor. Finally, this study also found the direct effect of intention on actual purchase behavior and the positive role of green marketing as the moderating variable.

scholarly journals The Influence of Eco-Brand, Eco-Labelling and Environmental Advertisement on Consumer Purchasing Behavior through Brand Image

2020 ◽  
Vol 9 (2) ◽  
pp. 211-220
Author(s):  
Ina Rizqiyana ◽  
Wahyono Wahyono
Keyword(s):  
Data Analysis ◽  
Sampling Method ◽  
Brand Image ◽  
Environmental Concern ◽  
Sampling Technique ◽  
Green Marketing ◽  
Purchase Behavior ◽  
Purchasing Behavior ◽  
Analysis Method ◽  
High Level

The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect of green marketing tools namely eco-label, eco-brand and environmental advertisement on consumer purchase behavior with brand image as an intervening variable. The sampling method used is purposive sampling technique through questionnaire with 115 respondents who are consumers of Ades in Semarang. The data analysis method used is path analysis. The results of this study show that eco-brand and eco-labelling have positive and significant effect on consumer purchase behavior while environmental advertisement has negative and significant effect on consumer purchase behavior. Eco-brand, eco-labeling and environmental advertisement have positive and significant effect on consumer purchase behavior through brand image. Brand image has a role as an intervening variable between eco-brand, eco-labeling and environmental advertisement to consumer purchase behavior. 

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