![]() ![]() Additionally, the backward and forward snowballing methods were applied. We posed 3 research questions and searched five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘green brand equity’ and the combination of two terms: ‘brand equity’ and ‘green’. Our study aims to analyze factors determining the green brand equity (GBE) based on a systematic literature review (SLR) according to the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) statement. The outcomes of this study are helpful for fashion/clothing and textile industry marketing managers to understand the consumers' preferences towards ethical practices and trade-offs between claims while developing a positioning strategy. green brand image, green satisfaction, green brand equity, and green purchase intention). However, the social claims such as "building safety in Bangladesh" and "animal welfare" significantly bring a high impact on the green psychological variables (i.e. The finding of one-way ANOVA revealed that eight types of sustainability claims drive the same level of green trust and green loyalty. We collected data from 316 Chinese respondents. The H&M sustainability program can be categorized into social and environmental practices. commitment of doing business that generates revenues for shareholders, protects the people, and the planet. ![]() ![]() In this study, we selected the sustainability claims of the H&M group, as this group indulges in a sustainable fashion i.e. ![]() The purpose of this paper is to investigate whether various kinds of sustainability claims based on the supply chain drive different extents of green psychological variables and behavioral intention. ![]()
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