Rooting for the green: consumers and brand love

Q2 Business, Management and Accounting

Journal of Business Strategy Pub Date : 2023-08-21 DOI:10.1108/jbs-02-2023-0028

Manel Hamouda, Aroua Aissaoui

{"title":"Rooting for the green: consumers and brand love","authors":"Manel Hamouda, Aroua Aissaoui","doi":"10.1108/jbs-02-2023-0028","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism.\n\n\nDesign/methodology/approach\nData were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model.\n\n\nFindings\nThe study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers.\n\n\nPractical implications\nTo promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits.\n\n\nOriginality/value\nAlthough previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.\n","PeriodicalId":55881,"journal":{"name":"Journal of Business Strategy","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Strategy","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jbs-02-2023-0028","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}

引用次数: 0

Abstract

Purpose This study aims to investigate the nature of relationships between consumers and green brands and notably their role in shaping green brand evangelism. More particularly, the study first focuses on the influence of green relational benefits (confidence, self-expression, socialisation and altruistism) on green brand loyalty and subsequently the direct effect of green brand loyalty on green brand evangelism. Design/methodology/approach Data were collected using an online survey administered to a sample of 101 graduated female consumers of green personal care and beauty brands. Partial least square structural equation modelling was used to test the hypothesized relationships of the proposed conceptual model. Findings The study results demonstrate the existence of a positive and direct impact of confidence, socialization and self-expression benefits on green brand loyalty, with a stronger influence of confidence compared to the other benefits. Green brand loyalty generates a positive green brand evangelism from consumers. Practical implications To promote green brand evangelism, managers should invest in actions that enhance consumer loyalty towards green brands through a combination of confidence, socialization and self-expression benefits. Originality/value Although previous studies have discussed how relational benefits contribute to the development of brand loyalty, the issue has not been examined from a green brand perspective. In addition, this paper explores the antecedents of green brand evangelism, which have not been sufficiently addressed in the existing literature.

查看原文本刊更多论文

扎根绿色：消费者与品牌之爱

目的本研究旨在调查消费者与绿色品牌之间关系的本质，特别是他们在塑造绿色品牌宣传中的作用。更具体地说，本研究首先关注绿色关系利益（信心、自我表达、社会化和利他主义）对绿色品牌忠诚度的影响，随后关注绿色品牌忠诚度对绿色品牌宣传的直接影响。设计/方法/方法数据是通过对101名绿色个人护理和美容品牌的毕业女性消费者进行在线调查收集的。偏最小二乘结构方程模型用于检验所提出的概念模型的假设关系。研究结果表明，信心、社会化和自我表达利益对绿色品牌忠诚度存在积极而直接的影响，与其他利益相比，信心的影响更强。绿色品牌忠诚度产生了消费者积极的绿色品牌宣传。实际含义为了促进绿色品牌宣传，管理者应该投资于通过信心、社会化和自我表达的好处来提高消费者对绿色品牌的忠诚度的行动。原创性/价值尽管之前的研究已经讨论了关系利益如何促进品牌忠诚度的发展，但这个问题还没有从绿色品牌的角度进行研究。此外，本文还探讨了绿色品牌传播的前因，这些前因在现有文献中没有得到充分的论述。

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

Journal of Business Strategy Business, Management and Accounting-Management Information Systems

CiteScore

4.50

自引率

0.00%

发文量

期刊介绍： The Journal of Business Strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Articles should say something new or different and may propose a unique perspective. They should not offer prescriptions to CEOs on how to manage, but rather be directed toward middle and senior managers at companies of all sizes and types, as well as consultants and academics who want to think about their businesses in new ways. Coverage: As one of the few journals dedicated to business strategy, JBS defines strategy in the broadest sense and thus covers topics as diverse as marketing strategy, innovation, developments in the global economy, mergers & acquisition integration and human resources. We have a penchant for substantive, provocative and well-written articles. We also like to break the mould and include articles on topics readers are unlikely to find in other business publications.