Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers

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dc.contributor.author Esmaeili, Ahmad
dc.contributor.author Sepahvand, Akbar
dc.contributor.author Rostamzadeh, Reza
dc.contributor.author Joksiene, Izolda
dc.contributor.author Antucheviciene, Jurgita
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2017-10-02
dc.date.available 2017-10-02
dc.date.issued 2017-10-02
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/20925
dc.description.abstract The urgent concerns for environmental issues and growing demand for green products have made companies pay much more attention to green marketing. Although, many companies invest in green marketing, but not all of them gain as much as they invest. Most of failures of investments in green marketing are rooted in the fact that customers doubt both the real green performance of these products and the real intention of companies regarding green products. This research, being quantitative in nature, attempts to investigate the impact of traditional branding constructs (perceived quality of the brand, credibility of the brand) and green branding constructs (perceived value of a green brand, the green brand image, and brand equity) on the green purchase intention of customers. The hypotheses have been developed in the form of a conceptual model to investigate the relationship of these constructs. The research focuses on consumers of certain liquid washing detergent products. All the data were collected using questionnaires and the analysis of the data was conducted utilizing LISREL 8 and SPSS 16. The results indicate that perceived brand quality has a positive impact on the perceived value of a green brand, brand credibility, and brand image. In addition, green brand value and green brand image have a positive impact on brand equity. This research can serve as validation of the constructs to fill the gap in the investigation of green brand dimensions. Further analysis shows that green brand equity has a meaningful impact on the green purchase intention of the customers, however the impact of brand credibility on brand equity has not been proved. en
dc.format text
dc.format.extent 19 s. cs
dc.language.iso en
dc.publisher Technical university of Liberec, Czech Republic en
dc.publisher Technická Univerzita v Liberci cs
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject green brand en
dc.subject traditional branding constructs en
dc.subject green branding constructs en
dc.subject brand equity en
dc.subject green purchase intention en
dc.subject.classification M31
dc.subject.classification Q56
dc.title Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2017-3-015
dc.identifier.eissn 2336-5604
local.relation.volume 20
local.relation.issue 3
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 219
local.citation.epage 237
local.access open
local.fulltext yes

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