Building green brand relations: the role of green brand image as significant driver

The study investigated the role of green brand image in building green brand trust, green brand attachment, and green brand commitment. Additionally, the study developed and validated measurement scales of two novel constructs 'green brand attachment' and 'green brand commitment'. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 318 individual customers of electronics and information technology brands with the help of self-administered questionnaire survey method. The study utilised Structural Equation Modelling (SEM) technique to statistically analyse measurement and structural models. The model fit indices indicated that proposed theoretical model is good fit with the data used in study. Confirmatory factor analysis depicted that the data has successfully fulfilled the requirements of reliability, convergent validity and discriminative validity. The results of structural model revealed that green brand image plays significant positive role in building green brand trust, green brand attachment and green brand commitment. Additionally, the results indicated that green brand trust partially mediates the relationship of green brand image with green brand attachment and green brand commitment. It is concluded that green brand image is a significant driver in relationship building process. Additionally, it is also established that building green brand relations lead towards environmental sustainability and conservation of resources.