Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Moderating Effects for the Relationships between Green Customer Value, Green Brand Equity and Behavioral Intention

Author(s): Thuy Ngoc Ho, Wann Yih Wu, Phuoc Thien Nguyen, Hsiu Chuan Chen

Due to terrible environmental destructions around the world, more and more people pay attentions to environmental concern. The concept of “green marketing” has emerged as a competitive weapon to win the customers from the market place. However, the interrelationships between customer value, green marketing and social responsibility green brand equity are largely ignored. Through a survey of 236 obtained questionnaires, this study examines how the effects of customer value on brand equity are enhanced by the moderators of green marketing (green promotion and green marketing awareness) and green brand loyalty. This study also verifies how the effects of brand equity on customer behavioral intentions are enriched by self-expressive benefit ad social responsibility. The results from this study revealed that the moderating effects from green marketing and green brand loyalty on the positive influences of customer value toward brand equity are significant. The moderating effects of self-expressive benefit and social responsibility for the influence of brand equity on behavioral intention are significant. The results of this study could be very important for both academicians and practitioners to engage in green marketing activities.

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