Title: The impact of green marketing on green brand equity

Authors: Mohammad Hamdi Al Khasawneh; Shafiq Al-Haddad; Shereen AlJarah; Layan Kanaan; Najah Asaad

Addresses: Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan

Abstract: The concept of green marketing is widely emerging and has received recently significant attention in the literature. This area is underdeveloped and does not cover certain factors that relate to a sustainable business. Thus, this study aims to understand various variables in green marketing that impact green brand equity in the Jordanian market. Relevant literature is reviewed to establish a solid background of the green marketing approach. Subsequently, a theoretical model is developed containing the following independent variables: green brand image, green trust, green satisfaction, perceived brand quality, and one dependent variable which is green brand equity. Accordingly, a quantitative online survey with close-ended questions is distributed amongst customers of a major department store and the data is analysed using AMOS and SPSS software. As a result, the findings show that three of the independent variables have a positive correlation with green brand equity, with green trust having the highest value. On the other hand, perceived brand quality had no impact on green brand equity within the Jordanian market. The research concludes with practical and theoretical implications that can impact the green marketing approach, and recommendations are suggested for future marketing investigations and practices.

Keywords: green marketing; green brand image; green trust; green satisfaction; perceived brand quality; green brand equity.

DOI: 10.1504/IJBIR.2026.153094

International Journal of Business Innovation and Research, 2026 Vol.39 No.4, pp.536 - 561

Received: 14 Jan 2022
Accepted: 23 Oct 2022
Published online: 22 Apr 2026 *

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