Research Article
Antecedents and Consequences of Green Brand Image
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320805, author={Nadhea Oudynella Marzia and Ayu Ekasari}, title={Antecedents and Consequences of Green Brand Image}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={green brand image utilitarian environmental benefits nature connectedness green brand trust green brand love}, doi={10.4108/eai.10-8-2022.2320805} }- Nadhea Oudynella Marzia
Ayu Ekasari
Year: 2022
Antecedents and Consequences of Green Brand Image
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320805
Abstract
This study aims to analyze the antecedents and consequences of green brand image. Structural equation modeling was used to test the survey hypothesis with a sample of 300 respondents. The results show that utilitarian environmental benefits and nature connectedness directly improve the image of the green brand. UEB and NC indirectly influence the image of the green brand through the perceived value of green and the innovative power of the brand. As a result, the green brand's ability to innovate has a positive impact on the perceived green value. The image of a green brand directly affects the trust of the green brand. Trust in the green brand directly increases your love for the green brand. Green brands need to strengthen their connection to nature by creating ads that provide visual stimuli that depict natural scenes, including biosphere content, rather than images of urban environments and desert landscapes.