文章基本信息

标题：Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism
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作者：Khan, Syed Abdul Rehman ; Sheikh, Adnan Ahmed ; Ashraf, Mubeen 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：19
页码：1-17
DOI：10.3390/su141911829
语种：English
出版社：MDPI, Open Access Journal
摘要：This study examines the effect of green practices on green brand equity, and it looks at the impact of green brand attachment and green skepticism as mediating variables on these relationships. We employed a dataset of 454 consumers from international fast-food restaurants. Our empirical results indicate that green practices enhance consumer-based green brand equity. Green skepticism has a significant negative effect on green brand attachment, and green brand attachment has a significant positive effect on green brand equity. Green brand attachment mediates the relationship between green practices and green brand equity and between green skepticism and green brand equity. The study findings provide consumer insights into green products and managerial implications for international fast-food chains.
关键词：green practices; green skepticism; green brand attachment; consumer-based green brand equity; international fast-food restaurants