Hello to every one,
I am structuring model for paper, how consumer experiences impact the green brand relationship? The independent variables functional experience, utilitarian environmental experiences, warm glow experiences & self-expressive experiences and dependent variable brand loyalty and commitment. Kindly suggest me, two mediators and moderator. Thanks
Check the mediators and moderators examined in this study:
Papista, E., & Dimitriadis, S. (2019). Consumer–green brand relationships: revisiting benefits, relationship quality and outcomes. Journal of Product & Brand Management, 28(2), 166-187.
See: Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
I studied on buying green products through consumption value theory. Maybe this article can give you a new idea: Segmentation of Green Product Buyers Based On Their Personal Values and Consumption Values
In recent decades, there has been increasing interest in protecting the environment and sustainability when it comes to the world's markets. Due to global warming and the immense amount of environmental pollution attributed to factory manufacturing, the world has observed the rise in environmental issues. In response to society’s concerns, this has seen an increasing number of companies adopting green brands to front environmental responsibility. In turn, products and services of green brands have recently been seen to have a perfectly inelastic demand because people are prepared to support and pay a higher price for a sustainable image.
Papista, E., Chrysochou, P., Krystallis, A., & Dimitriadis, S. (2018). Types of value and cost in consumer–green brands relationship and loyalty behaviour. Journal of Consumer Behaviour, 17(1), e101-e113.
Nysveen, H., Oklevik, O., & Pedersen, P. E. (2018). Brand satisfaction: Exploring the role of innovativeness, green image and experience in the hotel sector. International Journal of Contemporary Hospitality Management, 30(9), 2908-2924.
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