عنوان انگلیسی مقاله:

 The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty

ترجمه عنوان مقاله: نقش شفافیت و منافع در شکل دهی ارزش درک شده سبز مصرف کننده، ارتباط خود برند با وفاداری برند

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Building on the literature on green consumption, this study investigates consumers’ perceptions of a brand’s green benefits (utilitarian environmental and warm glow) and green transparency on their green perceived value (GPV). In particular, this study tests the mediating role of GPV and self-brand connection on the relationships between green benefits and green transparency and brand loyalty. We used structural equation modeling to test the research model with a sample of 826 Chinese respondents. Our findings suggest that most of the hypotheses were supported. However, comparison between brands of physical goods and services indicate that the approach to develop consumers’ green value perceptions is different and that the influences of GPV and self-brand connection on brand loyalty are significantly different between these two groups of brands. Hence, it would be more effective for organizations to have diverse green branding strategies between these two groups of brands.

Keywords: Green brand; Green perceived value; Green benefits; Green transparency; Self-brand connection; Brand loyalty

مقدمه مقاله

The environmental awareness of the general public nowadays has increased dramatically in the light of issues relating to social and environmental concerns such as global warming and sustainability. Consumers are willing to pay a price premium for products which are perceived to contribute to sustainability, social responsibility and greening of the environment (Meise et al., 2014; Parsa et al., 2015).

The value of the global green market has witnessed a fourfold increase in just four years from $209 billion in 2011 to $845 billion in 2015 (Kotler, 2011, p. 134;Leonidou and Skarmeas, 2015). From a lifecycle perspective, a green brand is characterized by the minimum usage of resources throughout the whole product lifecycle (Scheffer, 1991).

However, from a comparative standpoint, a green brand refers to “a brand which offers a significant eco-advantage over its incumbents and which is able to attract consumers who set their priority to be green in their purchases” (Grant, 2008, p. 25). Such features of green brands have been extended to cover broader aspects, including ethical and social concerns (e.g.,Newholm and Shaw, 2007, Shaw and Clarke,1999, Carrigan and Kirkup, 2001). In other words, bene fits relating to environmental responsibility, ethical and social issues signal to consumers that the brand which they purchase is a green one.

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