How green sustainability efforts affect brand-related outcomes

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.