Abstract

The huge wave of environmentalism and green attitudes during the recent decades have urged a great many of the researchers from various areas to perform studies and investigations in the field of environment and green activities. Marketing as a leading science has been no exclusion to the issue and a great many of the variables of this very field have taken a green odor and color. The present study adopts a quantitative approach to examine the effects of new constructs (green brand effect, green trust and green satisfaction) on one another and subsequently their interrelationships with the green brand equity and the intention to buy and preferences. The nine assumptions elaborating the relationships between these variables were offered within the format of a conceptual model. The study population included the customers of home appliances’ from two green brands, namely Samsung and LG. The study sample volume was comprised of 278 customers. The questionnaires were scored based on Likert’s five-point scale. The questions of the questionnaire were answered based on a self-report method. The study model was tested based on path analysis by taking advantage of LISREL software. The results, meanwhile indicating the model’s goodness of fit, showed that the green brand image has a positive and significant influence on the green brand satisfaction and green brand trust. Also, it was found out that the green brand satisfaction has a positive and significant effect on the green brand trust and green brand equity and green brand preference. It was additionally demonstrated that green brand trust has a positive and significant effect on the green brand equity. Moreover, it was figured out that the green brand equity influences the brand preference and it per se impresses the brand’s purchase intention. The direct effect of the brand equity on the brand’s purchase intention was not found statistically significant.