Green Brand Perceived Value: A Driver for Attitude toward Green Brand Extension
Abstract
The purpose of this study is to develop a conceptual model that describes the process of how self-brand congruity affects attitudes toward green brand Extention. The integrated model focuses on the green brand perceived value that encourages attitude toward green brand Extention. Green brand perceived value furthermore applied to explain how green purchase intention and green trust influence attitudes toward green brand Extention. Green brand perceived value and green purchase intention have not significantly increase attitude toward green brand extension. Green brand perceived value through green brand trust directly affects and positively impacts attitude toward green brand extension.
References
[1] Aaker, J.L. 1997. Dimensions of Brand Personality. Journal ofMarketing Research, XXIV:347-356. DOI:https://doi/abs/10.1177/002224379703400304
[2] Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50: 179-211.
[3] Bagozzi, R. P., Yi, Y. and Baumgartner, J. 1990. The level of effort required for behaviour as a moderator of the attitude–behaviour relation. European Journal of Social Psychology, 20 (1): 45-59. DOI:https://doi.org/10.1002/ejsp.2420200105
[4] Chan, R.Y. K. 2008. Environmental Attitudes and Behavior of Consumers in China. Journal of International Consumer Marketing, 11 (4): 25-52. DOI: https://doi.org/10.1300/J046v11n04_03
[5] Chang, Yu-Shan Chen and Ching-Hsun. 2012. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3): 502-520. DOI:https://doi.org/10.1108/00251741211216250
[6] Chen, Yu-Shan. 2007. The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms. Journal of Business Ethics, 77 (3): 271-286. DOI: https://doi.org/10.1007/s10551-006-9349-1
[7] Chen, Yu-Shan. 2009. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93 (2): 307-319. DOI: https://doi.org/10.1007/s10551-009-0223-9
[8] Dwyer, R. J., and Dwyer, R. 2009. “Keen to be green” organizations: a focused rules approach to accountability. Management Decision, 47 (7): 1200-1216. DOI: https://doi.org/10.1108/00251740910978377
[9] Escalas, J. E., and Bettman, J. R. 2003. You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13 (3): 339-348. DOI:https://doi.org/10.1207/s15327663jcp1303_14
[10] Fishbein, M., and Ajzen, I. 1975. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. In. Canada: Addison-Wesley Publishing Company.
[11] Ganesan, S. 1994a. Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58: 1-19.
[12] Ganesan, S. 1994b. Determinants of long-term orientation in buyer-seller relationships. Journal of marketing 58 (2):1-19.
[13] Gounaris, S. P, Tzempelikos, N. A. and Chatzipanagiotou, K. 2007. The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6 (1): 63-87. DOI:https://doi/abs/10.1300/J366v06n01_05
[14] Grunert, S. C. 1993. Everybody seems concerned about the environment: But is this concern reflected in (Danish) consumers' food choice? ACR European Advances.
[15] Harris, L. C., and Goode, M.M.H. 2010. Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24 (3): 230-243. DOI: https://doi.org/10.1108/08876041011040631
[16] Hart, P., and Saunders, C. 1997. Power and Trust: Critical Factors in the Adoption and Use of Electronic Data Interchange. Organization Science, 8 (1): 23-42. DOI: https://doi.org/10.1287/orsc.8.1.23
[17] Huang, Yi-Chun, Minli Yang, and Yu-Chun Wang. 2014. Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32 (3): 250-268. DOI: https://doi.org/10.1108/mip-10-2012-0105
[18] Hye-Shi K. and Ma, M. 2014. Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5 (2): 165-181. DOI: https://doi.org/10.1080/20932685.2014.881586
[19] Kalafatis, S. P., Pollard, M., East, R. and Tsogas, M. H. 1999. Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination. Journal of Consumer Marketing, 16 (5): 441-460. DOI:https://doi.org/10.1108/07363769910289550
[20] Kardes, F. R, Posavac, S. S. and Cronley, M. 2004. Consumer inference: A review of processes, bases, and judgment contexts. Journal of consumer psychology, 14 (3): 230-256.
[21] Kim, C., Zhao, W. and Yang, K. H. 2008. An Empirical Study on the Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers' Perspectives. Journal of Electronic Commerce in Organizations (JECO), 6(3): 1-19. DOI:https://doi.org/10.4018/jeco.2008070101
[22] Koller, M., Floh, A. and Zauner, A. 2011. Further insights into perceived value and consumer loyalty: A “Green” perspective. Psychology and Marketing, 28 (12): 1154-1176. DOI: https://doi.org/10.1002/mar.20432
[23] Lee, Ki Hoon, and Dwyer, R. 2009. Why and how to adopt green management into business organizations? Management Decision, 47 (7): 1101-1121. DOI: https://doi.org/10.1108/00251740910978322
[24] Lin, J., Lobo, A. and Leckie, C. 2017. The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services no. 35: 133-141. DOI: https://doi.org/10.1016/j.jretconser.2016.12.011
[25] Joseph Sirgy, M., Johar, J. S., Samli, A. C. and Claiborne, C. B. 1991. Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior. Journal of the Academy of Marketing Science, 19(4): 363-375. DOI: https://doi.org/10.1007/BF02726512
[26] MacKenzie, S. B., and Spreng, R. A. 1992. How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of consumer research, 18 (4): 519-529. DOI: https://doi.org/doi.org/10.1086/209278
[27] Malhotra, N. K. 1988. Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9 (1): 1–28. DOI: https://doi.org/10.1016/0167-4870(88)90029-3
[28] Montoro Rios, F. J., Martínez, T. L., Fuentes Moreno, F. and Cañadas Soriano, P. 2006. Improving attitudes toward brands with environmental associations: an experimental approach. Journal of Consumer Marketing, 23 (1): 26-33. DOI: https://doi.org/10.1108/07363760610641136
[29] Mostafa, M. M. 2007. A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology and Marketing, 24 (5): 445-473. DOI: https://doi.org/10.1002/mar.20168
[30] Naalchi Kashi, A. 2019. Green purchase intention. Journal of Islamic Marketing no. ahead-of-print (ahead-of-print). DOI: https://doi.org/10.1108/jima-06-2019-0120
[31] Oliver, J. D., and Lee, S.‐H. 2010. Hybrid car purchase intentions: a cross‐cultural analysis. Journal of Consumer Marketing, 27 (2): 96-103. DOI: https://doi.org/10.1108/07363761011027204
[32] Patterson, P.G., and Spreng, R. A. 1997. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of Service Industry Management, 8 (5): 414-434. DOI:https://doi.org/10.1108/09564239710189835
[33] Ramayah, T., Chow Lee, J. W. and Mohamad, O. 2010. Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54 (12): 1419-1427. DOI:https://doi.org/10.1016/j.resconrec.2010.06.007
[34] Sirgy, M. J. 1982. Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9.
[35] Sung, Y., and Sejung Marina Choi. 2010. The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea. Journal of Cross-Cultural Psychology, 43 (1): 151-166. DOI:https://doi.org/10.1177/0022022110383318
[36] Teng, L. 2009. A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions. Journal of Business Research, 62 (1):14-21. DOI: https://doi.org/10.1016/j.jbusres.2007.11.014
[37] Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. journal of Marketing, 52(3): 2-22.
[38] Zhuang, W., Cumiskey, K. J., Xiao, Q. and Alford, B. L. 2010. The impact of perceived value on behavior intention: an empirical study. Journal of Global Business Management, 6 (2): 1.
[2] Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50: 179-211.
[3] Bagozzi, R. P., Yi, Y. and Baumgartner, J. 1990. The level of effort required for behaviour as a moderator of the attitude–behaviour relation. European Journal of Social Psychology, 20 (1): 45-59. DOI:https://doi.org/10.1002/ejsp.2420200105
[4] Chan, R.Y. K. 2008. Environmental Attitudes and Behavior of Consumers in China. Journal of International Consumer Marketing, 11 (4): 25-52. DOI: https://doi.org/10.1300/J046v11n04_03
[5] Chang, Yu-Shan Chen and Ching-Hsun. 2012. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3): 502-520. DOI:https://doi.org/10.1108/00251741211216250
[6] Chen, Yu-Shan. 2007. The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms. Journal of Business Ethics, 77 (3): 271-286. DOI: https://doi.org/10.1007/s10551-006-9349-1
[7] Chen, Yu-Shan. 2009. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93 (2): 307-319. DOI: https://doi.org/10.1007/s10551-009-0223-9
[8] Dwyer, R. J., and Dwyer, R. 2009. “Keen to be green” organizations: a focused rules approach to accountability. Management Decision, 47 (7): 1200-1216. DOI: https://doi.org/10.1108/00251740910978377
[9] Escalas, J. E., and Bettman, J. R. 2003. You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13 (3): 339-348. DOI:https://doi.org/10.1207/s15327663jcp1303_14
[10] Fishbein, M., and Ajzen, I. 1975. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. In. Canada: Addison-Wesley Publishing Company.
[11] Ganesan, S. 1994a. Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58: 1-19.
[12] Ganesan, S. 1994b. Determinants of long-term orientation in buyer-seller relationships. Journal of marketing 58 (2):1-19.
[13] Gounaris, S. P, Tzempelikos, N. A. and Chatzipanagiotou, K. 2007. The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6 (1): 63-87. DOI:https://doi/abs/10.1300/J366v06n01_05
[14] Grunert, S. C. 1993. Everybody seems concerned about the environment: But is this concern reflected in (Danish) consumers' food choice? ACR European Advances.
[15] Harris, L. C., and Goode, M.M.H. 2010. Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24 (3): 230-243. DOI: https://doi.org/10.1108/08876041011040631
[16] Hart, P., and Saunders, C. 1997. Power and Trust: Critical Factors in the Adoption and Use of Electronic Data Interchange. Organization Science, 8 (1): 23-42. DOI: https://doi.org/10.1287/orsc.8.1.23
[17] Huang, Yi-Chun, Minli Yang, and Yu-Chun Wang. 2014. Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32 (3): 250-268. DOI: https://doi.org/10.1108/mip-10-2012-0105
[18] Hye-Shi K. and Ma, M. 2014. Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5 (2): 165-181. DOI: https://doi.org/10.1080/20932685.2014.881586
[19] Kalafatis, S. P., Pollard, M., East, R. and Tsogas, M. H. 1999. Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examination. Journal of Consumer Marketing, 16 (5): 441-460. DOI:https://doi.org/10.1108/07363769910289550
[20] Kardes, F. R, Posavac, S. S. and Cronley, M. 2004. Consumer inference: A review of processes, bases, and judgment contexts. Journal of consumer psychology, 14 (3): 230-256.
[21] Kim, C., Zhao, W. and Yang, K. H. 2008. An Empirical Study on the Integrated Framework of e-CRM in Online Shopping: Evaluating the Relationships Among Perceived Value, Satisfaction, and Trust Based on Customers' Perspectives. Journal of Electronic Commerce in Organizations (JECO), 6(3): 1-19. DOI:https://doi.org/10.4018/jeco.2008070101
[22] Koller, M., Floh, A. and Zauner, A. 2011. Further insights into perceived value and consumer loyalty: A “Green” perspective. Psychology and Marketing, 28 (12): 1154-1176. DOI: https://doi.org/10.1002/mar.20432
[23] Lee, Ki Hoon, and Dwyer, R. 2009. Why and how to adopt green management into business organizations? Management Decision, 47 (7): 1101-1121. DOI: https://doi.org/10.1108/00251740910978322
[24] Lin, J., Lobo, A. and Leckie, C. 2017. The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services no. 35: 133-141. DOI: https://doi.org/10.1016/j.jretconser.2016.12.011
[25] Joseph Sirgy, M., Johar, J. S., Samli, A. C. and Claiborne, C. B. 1991. Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior. Journal of the Academy of Marketing Science, 19(4): 363-375. DOI: https://doi.org/10.1007/BF02726512
[26] MacKenzie, S. B., and Spreng, R. A. 1992. How Does Motivation Moderate the Impact of Central and Peripheral Processing on Brand Attitudes and Intentions? Journal of consumer research, 18 (4): 519-529. DOI: https://doi.org/doi.org/10.1086/209278
[27] Malhotra, N. K. 1988. Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9 (1): 1–28. DOI: https://doi.org/10.1016/0167-4870(88)90029-3
[28] Montoro Rios, F. J., Martínez, T. L., Fuentes Moreno, F. and Cañadas Soriano, P. 2006. Improving attitudes toward brands with environmental associations: an experimental approach. Journal of Consumer Marketing, 23 (1): 26-33. DOI: https://doi.org/10.1108/07363760610641136
[29] Mostafa, M. M. 2007. A hierarchical analysis of the green consciousness of the Egyptian consumer. Psychology and Marketing, 24 (5): 445-473. DOI: https://doi.org/10.1002/mar.20168
[30] Naalchi Kashi, A. 2019. Green purchase intention. Journal of Islamic Marketing no. ahead-of-print (ahead-of-print). DOI: https://doi.org/10.1108/jima-06-2019-0120
[31] Oliver, J. D., and Lee, S.‐H. 2010. Hybrid car purchase intentions: a cross‐cultural analysis. Journal of Consumer Marketing, 27 (2): 96-103. DOI: https://doi.org/10.1108/07363761011027204
[32] Patterson, P.G., and Spreng, R. A. 1997. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business‐to‐business, services context: an empirical examination. International Journal of Service Industry Management, 8 (5): 414-434. DOI:https://doi.org/10.1108/09564239710189835
[33] Ramayah, T., Chow Lee, J. W. and Mohamad, O. 2010. Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54 (12): 1419-1427. DOI:https://doi.org/10.1016/j.resconrec.2010.06.007
[34] Sirgy, M. J. 1982. Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, 9.
[35] Sung, Y., and Sejung Marina Choi. 2010. The Influence of Self-Construal on Self-Brand Congruity in the United States and Korea. Journal of Cross-Cultural Psychology, 43 (1): 151-166. DOI:https://doi.org/10.1177/0022022110383318
[36] Teng, L. 2009. A comparison of two types of price discounts in shifting consumers' attitudes and purchase intentions. Journal of Business Research, 62 (1):14-21. DOI: https://doi.org/10.1016/j.jbusres.2007.11.014
[37] Zeithaml, V. A. 1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. journal of Marketing, 52(3): 2-22.
[38] Zhuang, W., Cumiskey, K. J., Xiao, Q. and Alford, B. L. 2010. The impact of perceived value on behavior intention: an empirical study. Journal of Global Business Management, 6 (2): 1.
Published
2021-12-01
How to Cite
SIMAMORA, Elisabeth Rotua; INDRIANI, Farida; SETIAWAN, Budi.
Green Brand Perceived Value: A Driver for Attitude toward Green Brand Extension.
Journal of Environmental Management and Tourism, [S.l.], v. 12, n. 7, p. 1906 - 1913, dec. 2021.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/6584>. Date accessed: 19 apr. 2024.
doi: https://doi.org/10.14505/jemt.12.7(55).16.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.