Impact of Green Brand Benefits on Perceived Green Value and Brand Loyalty: The Role of Consumer Hope

Iman Azizi¹ Khatere Rezaei² Shahrzad Rezaei³

1) Young Researchers Club and Elite, Yasuj Branch, Islamic Azad University, Yasuj, Iran,
2) M.Sc., Department of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran,
3) M.Sc. Student, Department of Architecture, Shiraz Branch, Islamic Azad University, Shiraz, Iran,

IOI Code : XCZE-EDCFB
Publication : 3.rd International Congress of Science, Engineering and Technology - Hamburg(germanconf.com)
Abstract :
    Perceived green value is defined as the overall consumer s assessment of the net benefits of a product or service between what it receives and what is given based on the consumer s environmental demands, sustainable expectations and green needs. In other words, the perceived green value of a subjective evaluation is influenced by the consumer s green desire, expectations and needs. This study was conducted to investigate the impact of green brand benefits on perceived green value and brand loyalty as mediators of consumer hope. Standard questionnaire was used to measure the research variables. The reliability of the questionnaire with Cronbach s alpha was 0.89. The research questionnaire was distributed among 385 sample population of all the customers of green product companies in Shiraz. The research method was descriptive correlational. Structural equation analysis and partial least squares (PLS) method were used to answer the research questions and research hypotheses using Smart-PLS software. The results showed that beneficial environmental benefits, altruism benefits and green transparency had a significant positive effect on perceived green value. The results also show that perceived green value has a significant positive effect on brand loyalty. The results indicate that perceived green value has a significant effect on consumer hope. The results also confirm the positive and significant impact of consumer hope on brand loyalty and the positive and significant impact of perceived green value on brand loyalty indirectly through the mediating role of consumer hope.

Keywords : green brand benefits perceived green value consumer hope brand loyalty green product manufacturing companies