An Empirical Study of Green Brand Supportive Intentions: The Case of Acer

Abstract

This paper aims to explore the structural relationship between green brand supportive intentions (GBSI) and its six drivers - green brand empowerment (GBE), green brand perceptual evaluation (GBPE), green brand co-creation (GBCC), green brand regret (GBR), green brand experiential satisfaction (GBES), and green brand love (GBL). This study conducts an empirical study using the questionnaire survey method. Data will be collected from a convenience sample of respondents who will have the purchase experience of Acer products. The conclusion provides implications and managerial insights for research and practice.