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

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dc.contributor.authorEsmaeili, Ahmad
dc.contributor.authorSepahvand, Akbar
dc.contributor.authorRostamzadeh, Reza
dc.contributor.authorJoksiene, Izolda
dc.contributor.authorAntucheviciene, Jurgita
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2017-10-02
dc.date.available2017-10-02
dc.date.issued2017-10-02
dc.description.abstractThe 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.formattext
dc.format.extent19 s.cs
dc.identifier.doi10.15240/tul/001/2017-3-015
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/20925
dc.language.isoen
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisherTechnická Univerzita v Libercics
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectgreen branden
dc.subjecttraditional branding constructsen
dc.subjectgreen branding constructsen
dc.subjectbrand equityen
dc.subjectgreen purchase intentionen
dc.subject.classificationM31
dc.subject.classificationQ56
dc.titleEffect of integration of green constructs and traditional constructs of brand on green purchase intention of customersen
dc.typeArticleen
local.accessopen
local.citation.epage237
local.citation.spage219
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue3
local.relation.volume20
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