Switching behaviors toward green brands: evidence from emerging economy

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.

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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

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

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Keywords

  • Green brand equity
  • Eco-conscious
  • Ecological
  • Environmental concern
  • Organic foods
  • Environment