Skip to main content

Advertisement

SpringerLink
Log in

Switching behaviors toward green brands: evidence from emerging economy

  • Published:
Environment, Development and Sustainability Aims and scope Submit manuscript

Abstract

The aim of the current research was to recognize consumer attitude gap toward green brand by studying role of green consumer value and green brand equity toward the switching intention and purchase intention of consumers toward green brands. The current research employed quantitative research design and collected data through questionnaire from 331 respondents. The PLS-structural equation modeling was employed to analyze the structured relationships. The findings suggest green customer value is product of the three important factors namely green brand experiential risk, green brand experiential quality and green brand experience. Hence, these act as the main drivers of switching consumer behavioral intention toward the green products through consumer green brand equity. The research attempts to study the attitude–behavior gap in the green marketing literature by investigating the role which includes, green brand experiential risk, green brand experiential quality and green brand experience on customer value leading to green brand equity. The research provide an in-depth understating of attitude–behavior gaps and role of green customer value and brand equity that plays vital role in marketing campaigns and policy making to increase purchase intention of green eco-conscious products.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Aaker, D. A., & Jacobson, R. (1994). The financial information content of perceived quality. Journal of Marketing Research, 31(2), 191–201.

    Google Scholar 

  • Assembly, G. (2015). Sustainable Development goals. SDGs, Transforming our world: the, 2030.

  • Astrachan, C. B., Patel, V. K., & Wanzenried, G. (2014). A comparative study of CB-SEM and PLS-SEM for theory development in family firm research. Journal of Family Business Strategy, 5(1), 116–128.

    Google Scholar 

  • Arikan, R. H., & Jiang, C. (2017, May). An Expectancy Model of Green Product Consumption and Green Brand Equity. In Academy of Marketing Science Annual Conference (pp. 685–696). Springer, Cham.

  • Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach. Qualitative Market Research: An International Journal, 18(2), 188–209.

    Google Scholar 

  • Berhaupt-Glickstein, A., Hooker, N. H., & Hallman, W. K. (2019). Qualified health claim language affects purchase intentions for green tea products in the United States. Nutrients, 11(4), 921.

    Google Scholar 

  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

    Google Scholar 

  • Braun, M., Langenstein, A., Klingelhöfer, D., Zulauf, N., Müller, R., & Groneberg, D. A. (2020). Particulate matter emissions of less harmful-looking super-slim size cigarettes appealing to women: A laser spectrometric analysis of second-hand smoke. Environmental Science and Pollution Research, 27, 1069–1077. https://doi.org/10.1007/s11356-019-07032-7.

    Article  CAS  Google Scholar 

  • Berger, J. (2019). Signaling can increase consumers’ willingness to pay for green products. Theoretical model and experimental evidence. Journal of Consumer Behaviour, 18(3), 233–246.

    Google Scholar 

  • Butt, M. M., Mushtaq, S., Afzal, A., Khong, K. W., Ong, F. S., & Ng, P. F. (2017). Integrating behavioral and branding perspectives to maximize green brand equity: A holistic approach. Business Strategy and the Environment, 26(4), 507–520.

  • Choi, D., & Johnson, K. K. (2019). Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustainable Production and Consumption, 18, 145–155.

    Google Scholar 

  • Carmines, E. G., & Zeller, R. A. (1979). Reliability and validity assessment. London: Sage publications.

    Google Scholar 

  • Chen, S. Y. (2016). Green helpfulness or fun? Influences of green perceived value on the green loyalty of users and non-users of public bikes. Transport Policy, 47, 149–159.

    Google Scholar 

  • Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500.

    Google Scholar 

  • Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling.

  • Cruz, I. S., & Katz-Gerro, T. (2016). Urban public transport companies and strategies to promote sustainable consumption practices. Journal of Cleaner Production, 123, 28–33.

    Google Scholar 

  • Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. Journal of Business Research, 112, 431–439.

    Google Scholar 

  • Cohen, J. (1983). The cost of dichotomization. Applied Psychological Measurement, 7(3), 249–253.

    Google Scholar 

  • De Toni, D., Eberle, L., Larentis, F., & Milan, G. S. (2018). Antecedents of perceived value and repurchase intention of organic food. Journal of Food Products Marketing, 24(4), 456–475.

    Google Scholar 

  • De Medeiros, J. F., Ribeiro, J. L. D., & Cortimiglia, M. N. (2016). Influence of perceived value on purchasing decisions of green products in Brazil. Journal of Cleaner Production, 110, 158–169.

    Google Scholar 

  • Dijkstra, T. K., & Henseler, J. (2015). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics & Data Analysis, 81, 10–23.

    Google Scholar 

  • Do Paço, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998–1006.

    Google Scholar 

  • Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Consumer Research, 21(1), 119–134.

    Google Scholar 

  • Esmaeili, A., Sepahvand, A., Rostamzadeh, R., Joksiene, I., & Antucheviciene, J. (2017). Effect of integration of green constructs and traditional constructs of brand on green purchase intention of customers.

  • Elzinga, R., Reike, D., Negro, S. O., & Boon, W. P. C. (2020). Consumer acceptance of circular business models. Journal of Cleaner Production, 254, 119988.

    Google Scholar 

  • Fang, J., Wen, C., George, B., & Prybutok, V. R. (2016). Consumer heterogeneity, perceived value, and repurchase decision-making in online shopping: The role of gender, age, and shopping motives. Journal of Electronic Commerce Research, 17(2), 116.

    Google Scholar 

  • Hair, F., Jr., Sarstedt, M., Hopkins, L., & Kuppelwieser, G. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106–121.

    Google Scholar 

  • González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51–65.

    Google Scholar 

  • Gondal, I. A., Masood, S. A., & Khan, R. (2018). Green hydrogen production potential for developing a hydrogen economy in Pakistan. International Journal of Hydrogen Energy, 43(12), 6011–6039.

    CAS  Google Scholar 

  • Gunzler, D., Chen, T., Wu, P., & Zhang, H. (2013). Introduction to mediation analysis with structural equation modeling. Shanghai archives of psychiatry, 25(6), 390.

    Google Scholar 

  • Guo, R., Zhang, W., Wang, T., Li, C. B., & Tao, L. (2018). Timely or considered? Brand trust repair strategies and mechanism after greenwashing in China—from a legitimacy perspective. Industrial Marketing Management, 72, 127–137.

    Google Scholar 

  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152.

    Google Scholar 

  • Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review.

  • Hameed, I., Waris, I., & Amin ul Haq, M. (2019). Predicting eco-conscious consumer behavior using theory of planned behavior in Pakistan. Environment Science Pollution Research, 26, 15535–15547. https://doi.org/10.1007/s11356-019-04967-9.

    Article  Google Scholar 

  • Haws, K. L., Winterich, K. P., & Naylor, R. W. (2014). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336–354.

    Google Scholar 

  • Ikram, M., Qayyum, A., Mehmood, O., & Haider, J. (2020). Assessment of the effectiveness and the adaption of CSR management system in food industry: The case of the South Asian versus the Western food companies. SAGE Open, 10(1), 2158244019901250.

    Google Scholar 

  • Ikram, M., Zhou, P., Shah, S. A. A., & Liu, G. Q. (2019). Do environmental management systems help improve corporate sustainable development? Evidence from manufacturing companies in Pakistan. Journal of Cleaner Production, 226, 628–641.

    Google Scholar 

  • Jacobs, K., Petersen, L., Hörisch, J., & Battenfeld, D. (2018). Green thinking but thoughtless buying? An empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing. Journal of Cleaner Production, 203, 1155–1169.

    Google Scholar 

  • Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69.

    Google Scholar 

  • Kazmi, S. H. A., Abid, M. M., Iqbal, M., & Hai, L. C. (2016a). Impact of cloud services to the economic growth. In 2016 IEEE international conference on cloud computing and big data analysis (ICCCBDA) (268–272). IEEE.

  • Kazmi, S. H. A., Zeng, H., & Abid, M. M. (2016b). Effects of Hedonism and utilitarianism in Advertising in E-Business Equity. In 2016 8th international conference on intelligent human-machine systems and cybernetics (IHMSC), 582–585. IEEE.

  • Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 150, 65–74.

    Google Scholar 

  • Khandelwal, U., Kulshreshtha, K., & Tripathi, V. (2019). Importance of consumer-based green brand equity: Empirical evidence. Paradigm, 23(1), 83–97.

    Google Scholar 

  • Kim, S., Ham, S., Moon, H., Chua, B. L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169–177.

    Google Scholar 

  • Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304–310.

    Google Scholar 

  • Legere, A., & Kang, J. (2020). The role of self-concept in shaping sustainable consumption: A model of slow fashion. Journal of Cleaner Production, 258, 120699.

    Google Scholar 

  • Lee, H. J., & Kang, M. S. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1).

  • Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133–141.

    Google Scholar 

  • Mathiyazhagan, K., & Haq, A. N. (2013). Analysis of the influential pressures for green supply chain management adoption—an Indian perspective using interpretive structural modeling. The International Journal of Advanced Manufacturing Technology, 68(1–4), 817–833.

    Google Scholar 

  • Mitra, S., & Datta, P. P. (2014). Adoption of green supply chain management practices and their impact on performance: An exploratory study of Indian manufacturing firms. International Journal of Production Research, 52(7), 2085–2107.

    Google Scholar 

  • Mattila, T. E., Heikkinen, J. M., Koivisto, A. M., & Rautiainen, R. H. (2018). Predictors for interest to change from conventional to organic horticultural production. Agricultural and Food Science, 27(3), 217–226.

    Google Scholar 

  • Mertler, C. A., & Reinhart, R. V. (2016). Advanced and multivariate statistical methods: Practical application and interpretation. London: Routledge.

    Google Scholar 

  • Mohseni, S., Jayashree, S., Rezaei, S., Kasim, A., & Okumus, F. (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism, 21(6), 616–645.

    Google Scholar 

  • Miles, J. (2014). R squared, adjusted R squared. Wiley StatsRef: Statistics Reference Online.

    Google Scholar 

  • Norman, G. (2010). Likert scales, levels of measurement and the “laws” of statistics. Advances in Health Sciences Education, 15(5), 625–632.

    Google Scholar 

  • Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2017). Antecedents of green brand equity: An integrated approach. Journal of Business Ethics, 121(2), 203–215.

    Google Scholar 

  • Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575.

    Google Scholar 

  • Papista, E., Chrysochou, P., Krystallis, A., & Dimitriadis, S. (2018). Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), e101–e113.

    Google Scholar 

  • Papista, E., & Dimitriadis, S. (2019). Consumer–green brand relationships: Revisiting benefits, relationship quality and outcomes. Journal of Product & Brand Management, 28(2), 166–187.

    Google Scholar 

  • Ranjan, K. R., & Read, S. (2016). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.

    Google Scholar 

  • Rajesh, R. (2020). Sustainable supply chains in the Indian context: An integrative decision-making model. Technology in Society, 61, 101230.

    Google Scholar 

  • Rajesh, R. (2020). Exploring the sustainability performances of firms using environmental, social, and governance scores. Journal of Cleaner Production, 247, 119600.

    Google Scholar 

  • Rajesh, R., & Rajendran, C. (2020). Relating environmental, social, and governance scores and sustainability performances of firms: An empirical analysis. Business Strategy and the Environment, 29(3), 1247–1267.

    Google Scholar 

  • Reinders, M. J., & Bartels, J. (2017). The roles of identity and brand equity in organic consumption behavior: Private label brands versus national brands. Journal of Brand Management, 24(1), 68–85.

    Google Scholar 

  • Ram, J., & Wu, M. L. (2016). A fresh look at the role of switching cost in influencing customer loyalty: Empirical investigation using structural equation modelling analysis. Asia Pacific Journal of Marketing and Logistics, 28(4), 616–633.

    Google Scholar 

  • Rizwan, M., Ahmad, S. U., & Mehboob, N. (2013). Enhancing the green purchase intention based on green marketing: An empirical study from Pakistan. Asian Journal of Empirical Research, 3(2), 208–219.

    Google Scholar 

  • Sang, H., Xue, F., & Zhao, J. (2018). What happens when satisfied customers need variety?–Effects of purchase decision involvement and product category on Chinese consumers’ brand-switching behavior. Journal of International Consumer Marketing, 30(3), 148–157.

    Google Scholar 

  • Seegebarth, B., Behrens, S. H., Klarmann, C., Hennigs, N., & Scribner, L. L. (2016). Customer value perception of organic food: Cultural differences and cross-national segments. British Food Journal, 118(2), 396–411.

    Google Scholar 

  • Sheng, G., Xie, F., Gong, S., & Pan, H. (2019). The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers. International Journal of Consumer Studies, 43(3), 315–326.

    Google Scholar 

  • Schuitema, G., & De Groot, J. I. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57–69.

    Google Scholar 

  • Scaglione, A., & Mendola, D. (2017). Measuring the perceived value of rural tourism: A field survey in the western Sicilian agritourism sector. Quality & Quantity, 51(2), 745–763.

    Google Scholar 

  • Shahbaz, M. S., Qureshi, M. A., Sohu, S., & Keerio, M. A. (2020). The impacts of operational risks in the supply chain of construction projects in Malaysia. Tehnicki Vjesnik, 27(6), 1887–1893. https://doi.org/10.17559/TV-20190727192125.

  • Shamim, A., Ghazali, Z., & Albinsson, P. A. (2016). An integrated model of corporate brand experience and customer value co-creation behaviour. International Journal of Retail & Distribution Management, 44(2), 139–158.

    Google Scholar 

  • Symeonidou, S., & Vagiona, D. (2018). The role of the water footprint in the context of green marketing. Environmental Science and Pollution Research, 25, 26837–26849. https://doi.org/10.1007/s11356-018-1838-0.

    Article  Google Scholar 

  • Testa, F., Pretner, G., Iovino, R., Bianchi, G., Tessitore, S., & Iraldo, F. (2020). Drivers to green consumption: A systematic review (pp. 1–55). Development and Sustainability: Environment.

    Google Scholar 

  • Valentini, F., & Damásio, B. F. (2016). Average variance extracted and composite reliability: Reliability Coefficients/Variancia Media Extraida e Confiabilidade Composta: Indicadores de Precisao. Psicologia: Teoria e Pesquisa, 32(2).

  • Wang, E. S. T. (2015). Effect of food service-brand equity on consumer-perceived food value, physical risk, and brand preference. British Food Journal, 117(2), 553–564.

    Google Scholar 

  • Wu, H. C., Wei, C. F., Tseng, L. Y., & Cheng, C. C. (2018). What drives green brand switching behavior? Marketing Intelligence & Planning, 36(6), 694–708.

    Google Scholar 

  • Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320–332.

    Google Scholar 

  • Wu, H. C., & Ai, C. H. (2016). Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of Hainan Island. Journal of Hospitality and Tourism Management, 29, 41–59.

    Google Scholar 

  • Yang, H., Yu, J., Zo, H., & Choi, M. (2016). User acceptance of wearable devices: An extended perspective of perceived value. Telematics and Informatics, 33(2), 256–269.

    Google Scholar 

  • Yang, Z., Sun, J., Zhang, Y., & Wang, Y. (2020). Synergy between green supply chain management and green information systems on corporate sustainability: An informal alignment perspective. Environment, Development and Sustainability, 22(2), 1165–1186.

    Google Scholar 

  • Zahid, M. M., Ali, B., Ahmad, M. S., Thurasamy, R., & Amin, N. (2018). Factors affecting purchase intention and social media publicity of green products: The mediating role of concern for consequences. Corporate Social Responsibility and Environmental Management, 25(3), 225–236.

    Google Scholar 

  • Zaman, S. I., Jalees, T., Jiang, Y., & Kazmi, S. H. A. (2018). Testing and incorporating additional determinants of ethics in counterfeiting luxury research according to the theory of planned behavior. Psihologija, 51(2), 163–196.

    Google Scholar 

  • Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of cleaner production, 197, 1498–1507.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Economics and Management, Southwest Jiaotong University, Chengdu, China

    Syed Hasnain Alam Kazmi

  2. Faculty of Management Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Karachi, Pakistan

    Syed Hasnain Alam Kazmi

  3. Shaheed Zulfikar Ali Bhutto Institute of Science and Technology (SZABIST), Islamabad, Pakistan

    Muhammad Saeed Shahbaz & Junaid Ahmed

  4. College of Business Management, Institute of Business Management, Korangi Creek, Karachi, Pakistan

    Muhammad Shujaat Mubarik

Authors
  1. Syed Hasnain Alam Kazmi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Muhammad Saeed Shahbaz
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Muhammad Shujaat Mubarik
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Junaid Ahmed
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Muhammad Saeed Shahbaz.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Appendix: Data collection Instrument

Appendix: Data collection Instrument

Item scales with references

Loadings

VIF

Scale 1: Green brand experiential quality (Wu and Ai 2016)

I believe that this green branded product is going to provide me with an interesting environmental experience

0.723

1.171

The quality of this green branded product could be considered superior when compared to other green branded products

0.783

1.345

Using this green branded product goes beyond my expectation

0.788

1.353

Scale 2: Green brand experience (Jung and Soo 2012)

I do not have strong environmental affection for this branded product

0.752

1.327

This branded product is an environmentally emotional product

0.820

1.451

I engage in environmental actions and behaviors when I use this branded product

0.656

1.122

Scale 3: Green brand experiential risk (Chen and Chang 2013)

There is a chance that there will be something wrong with the environmental performance of this branded product

0.749

1.603

There is a chance that this branded product will not work properly with respect to its environmental design

0.746

1.594

There is a chance that you would get an environmental penalty or a loss if you use this branded product

0.665

1.393

There is a chance that using this branded product will negatively affect the environment

0.648

1.306

Using this branded product would damage this environmental organization’s green reputation or image

0.761

1.544

Scale 4: Green Brand Switching Intention (Wu and Ai 2016)

My likelihood of switching from this green branded product to another is high

0.883

1.526

Next time I shall need other green branded products

0.899

1.526

Scale 5: Green Brand Equity (Chen and Chang 2012)

  

It makes sense to buy this brand instead of other brands because of its environmental commitments even if they are the same

0.746

1.314

Even if another brand has the same environmental features as this brand I would prefer to buy this brand

0.815

1.422

It there is another brand’s environmental performances as good as this brand’s, I would prefer to buy this brand

0.812

1.391

Scale 6: Green Consumption Value (Haws et al. 2014)

I consider the potential environmental impact of my actions when making many of my decisions

0.765

1.524

My purchase habits are affected by my concern for our environment

0.631

1.242

I am concerned about wasting the resources of our planet

0.758

1.586

I would describe myself as environmentally responsible

0.732

1.513

I am willing to be inconvenienced in order to take actions that are more environmentally friendly

0.681

1.314

Scale 7: Green purchase intention (Aman et al. 2012)

I consider buying products because they are less polluting

0.864

1.201

I intend to buy products because they are less polluting

0.668

1.218

I intend to switch to other brand for ecological reasons

0.674

1.234

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Kazmi, S.H.A., Shahbaz, M.S., Mubarik, M.S. et al. Switching behaviors toward green brands: evidence from emerging economy. Environ Dev Sustain 23, 11357–11381 (2021). https://doi.org/10.1007/s10668-020-01116-y

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10668-020-01116-y

Keywords

Search

Navigation