Purpose–The purpose of this paper is to present a literature survey on, and classification for,
green marketing research. Design/methodology/approach–Suitable keywords were used to …

Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that
characterizes the bond between products and customers. An essential aspect of brand …

Purpose “Green” issues have become increasingly important to corporate decision-makers
as firms face mounting public sensitivity, stricter regulation and growing stakeholder …

Purpose This study aims to examine the negative effects of excessive product packaging
(EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the …

How does greenwashing affect green branding equity and purchase intention? An empirical
research | Emerald Insight Books and journals Case studies Expert Briefings Open Access …

Building on the literature on green consumption, this study investigates consumers'
perceptions of a brand's green benefits (utilitarian environmental and warm glow) and green …

In today's competitive landscape, organizations are progressively searching for valuable
practices to create strong consumer-based brand equity. Managers must remain vigilant and …

Purpose–This study aims to propose a hierarchy of effects model to study three antecedents
of green loyalty: green trust, green satisfaction and green overall image, and to examine the …

Although the nexus between green product innovation (GPI) and firm performance has been
studied, the impact of GPI on firm performance remains little understood and findings have …

People are becoming increasingly aware of the environmental and social implications of
their consumption. To make ecologically responsible purchases consumers require …