Antecedents of green brand equity: an integrated approach

Pui Fong Ng, Muhammad Mohsin Butt, Kok Wei Khong, Fon Sim Ong

Research output: Journal PublicationArticlepeer-review

98 Citations (Scopus)


A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies' inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity.

Original languageEnglish
Pages (from-to)203-215
Number of pages13
JournalJournal of Business Ethics
Issue number2
Publication statusPublished - May 2014
Externally publishedYes


  • Brand credibility
  • Brand quality
  • Green brand equity
  • Green brand image
  • Green brand perceive value
  • Structural equation modeling

ASJC Scopus subject areas

  • Business and International Management
  • Business, Management and Accounting (all)
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Law


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