How green sustainability efforts affect brand-related outcomes

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2023-08-08 DOI:10.1108/apjba-03-2023-0104

A. Wong

{"title":"How green sustainability efforts affect brand-related outcomes","authors":"A. Wong","doi":"10.1108/apjba-03-2023-0104","DOIUrl":null,"url":null,"abstract":"PurposeUtilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.Design/methodology/approachAn online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.FindingsThe results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.Practical implicationsTo build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.Originality/valueThis study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2023-08-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia-Pacific Journal of Business Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/apjba-03-2023-0104","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

PurposeUtilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.Design/methodology/approachAn online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.FindingsThe results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.Practical implicationsTo build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.Originality/valueThis study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.

查看原文本刊更多论文

绿色可持续发展努力如何影响品牌相关成果

目的利用刺激-有机体反应框架，本研究考察了绿色可持续发展努力和品牌形象等刺激因素如何影响有机体，即品牌体验和品牌信任，从而导致品牌相关结果，如品牌亲和力，新加坡软饮料行业的品牌满意度和购买意愿。设计/方法/方法对新加坡几个Facebook群组的243名成员进行了在线调查。使用结构方程模型对数据进行分析。研究结果表明，绿色可持续努力对品牌形象、品牌体验和品牌信任具有积极影响。品牌体验影响品牌满意度、品牌亲和力和购买意愿，而品牌信任影响品牌满意度和购买意愿。此外，还验证了品牌体验和品牌信任的中介作用。实践意义为了建立牢固的消费者-品牌关系，管理者可以通过实施绿色可持续发展努力来提升品牌体验和品牌信任。独创性/价值本研究通过验证品牌体验和品牌信任在绿色可持续发展努力与品牌相关结果之间的中介作用，为绿色可持续发展文献增添了内容。本研究阐明了品牌亲和力、品牌满意度和购买意愿的直接和间接前因。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.