Customer Based Approach in Understanding the Interaction Between Green Business Activities and Green Brand Equity
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Abstract
Numerous automotive corporations have recently embraced environmentally conscious business practices, and this study aims to explore the specific impacts of these green business practices on green brand equity. A meticulously designed questionnaire was administered to individuals knowledgeable about green business functions. The investigation employed a conceptual framework, validated through partial least square structural equation modelling. The results revealed a noteworthy influence of Green Marketing (GM), Green Human Resource Management (GHRM), and Green Supply Chain Management (GSCM) on the formation of green brand image (GBI). However, the impact of green finance (GF) on GBI was found to be inconclusive. Within the inner model, GBI demonstrated a strong association with green trust (GT) and green customer satisfaction (GCS). The study's findings highlight a significant and positive impact of GBI on green brand equity (GBE). Intriguingly, GCS exhibited no discernible effect on GBE. Conversely, statistical analyses underscore a significant relationship between GBE and GT. These findings encourage managers to rethink their strategies for cultivating green brand equity by leveraging the potential of various green business functions.
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