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Investigating the Antecedents of Green Brand Equity: A Sustainable Development Perspective

机译：研究绿色品牌资产的前身：可持续发展视角

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摘要

This study proposed five novel constructs - green satisfaction, green affect, green trust, green brand loyalty, and green brand equity - and explored the positive relationships between these constructs. Electronics products in South Korea were the focus of this research. This empirical study was carried out by the one-to-one interview method using a structured questionnaire. The results showed that green brand satisfaction has a positive effect on green trust, affect, and loyalty. In addition, the results revealed that green brand, trust, and affect have a significantly positive influence on green brand loyalty. Furthermore, we found that green brand loyalty has a strongly positive influence on green brand equity. This study suggests that in addition to the perceived green trust arising from eco-friendly attributes, green affect characterized by positive emotional consumption plays an important role in building green loyalty and green brand equity for sustainable development.
机译：这项研究提出了五种新颖的结构-绿色满意度，绿色情感，绿色信任，绿色品牌忠诚度和绿色品牌资产-并探索了这些结构之间的积极关系。韩国的电子产品是这项研究的重点。这项实证研究是使用结构化问卷通过一对一访谈方法进行的。结果表明，绿色品牌满意度对绿色信任，情感和忠诚度具有积极影响。此外，结果还表明，绿色品牌，信任和影响对绿色品牌忠诚度具有显着的积极影响。此外，我们发现绿色品牌忠诚度对绿色品牌资产具有强烈的积极影响。这项研究表明，除了感知到的由绿色环保属性引起的绿色信任外，以积极的情感消费为特征的绿色影响在建立绿色忠诚度和绿色品牌资产以促进可持续发展方面也起着重要作用。

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