Author(s): Balakrishnan Menon
This study aimed to evaluate the perception of green brand customers towards Green Benefits, that is, the utilitarian environmental benefit (UEB) and warm glow (WG), green trust (GTR), green health perception (GHP) and green transparency (GRT) on green perceived value (GPV). It validated the mediating role of GPV between Green Benefits and Brand Loyalty. It also evaluated the mediating role of the self-brand connection between perceived green value and brand loyalty. The study relied on a sample size of 420 respondents, who purchased green products in Kerala. SPSS and AMOS Graphics tools were used for data analysis. Confirmatory Factor Analysis (CFA) was performed to evaluate the sufficiency and acceptability of the measurement items of each of the dimensions/constructions. It was found that green benefits, trust, and health perception positively influenced consumers to buy green products. GPV mediated between green brand benefits and brand loyalty. Green perceived value directly improved brand loyalty. GPV contributed positively to building self-brand connections, which in turn, influenced brand loyalty towards green products. The results could be used by marketers to develop strategies to attract customers to buy green products and increase brand loyalty towards it. Organizations can utilize the results of this study to develop or design various communication strategies to build green value perceptions as perceived by customers, to enhance their brand loyalty.