Title: Green brand management: nexus between brand attachment, satisfaction and loyalty of green products

Authors: Vir Ved Ratna; Raj Kumar Ojha

Addresses: Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India ' Jaipuria Institute of Management, Lucknow, Uttar Pradesh, India

Abstract: The concept of green brand has led to Green Brand Positioning and has driven the need to analyse the role of those attributes that act as the motivating factors in purchasing green products. Green Brand Positioning and its management are based on an integrated communication strategy to inform consumers about the brand's connection and provide product satisfaction for their environmental and health concerns. This paper is aimed at understanding the relationship between brand attachment, brand satisfaction and brand loyalty to green products through green brand management based on the attributes influencing the consumer experience. The data was collected based on a well-designed questionnaire and responses were gathered from identified product consumers. Based on the empirical results obtained by data collection, it is revealed that green brand management plays a significant positive role in building green brand satisfaction, green brand attachment and green brand loyalty with an impact on customer experience.

Keywords: green brand positioning; green brand loyalty; brand attachment; customer experience; sustainability; green products; brand satisfaction.

DOI: 10.1504/IJGE.2022.127907

International Journal of Green Economics, 2022 Vol.16 No.2, pp.115 - 129

Received: 22 Oct 2021
Accepted: 25 Sep 2022

Published online: 21 Dec 2022 *

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