Green Satisfaction: Relationship of Green Brand Image to Green Brand Equity

DOI

10.2991/978-2-494069-49-7_94How to use a DOI?

Keywords

Green Brand Image; Green Brand Equity; Green Satisfaction

Abstract

People are increasingly inspired to care about the environment by altering their behavior and attitudes to utilize more environmentally friendly items. As a result, many businesses are forced to take responsibility for environmental sustainability by developing brands that promote environmental sustainability through the use of the green marketing idea. Investigating green satisfaction in the context of the link between green brand image and green brand equity. The population of this study is Naavagreen Skincare product users, with 104 respondents sampled using non-probability sampling and purposive sampling. Data quality tests, structural equation models, CFA tests, and SEM analysis tests were used to analyze the data. The effect of environmental changes has compelled many businesses to take responsibility for environmental sustainability by developing brands that promote environmental sustainability through the use of green marketing. This study has policy implications for maintaining environmental quality. The test results of this study indicate that the green brand image variable has a positive and significant effect on green brand equity mediated by green satisfaction on Naavagreen Skincare product consumers as evidenced by the results of the standardized direct effect value of green brand image and green brand equity < from the standardized indirect effect value of green. Brand image and green brand equity are 0.572 <1.253. Based on these tests, it can be seen that consumer satisfaction with an environmentally friendly product can make brand equity better. By increasing the image of an environmentally friendly product, it can make consumers satisfied so as to provide added value to the product. This study has policy implications for maintaining environmental quality.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - M. Trihudiyatmanto
AU  - Indah Larasati
PY  - 2022
DA  - 2022/12/29
TI  - Green Satisfaction: Relationship of Green Brand Image to Green Brand Equity
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 569
EP  - 573
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_94
DO  - 10.2991/978-2-494069-49-7_94
ID  - Trihudiyatmanto2022
ER  -