The effect of green brand image on green brand equity through the green consumer satisfaction: The case for organic food products in Ho Chi Minh City
Date Published:
25/03/2025
Online Published:
25/03/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
This paper examines the effect of green brand image on green brand equity through green consumer satisfaction. Based on survey data collected from 323 consumers of organic food products in Ho Chi Minh City, this research adopts a mixed-method approach, combining both qualitative and quantitative methods. Smart-PLS software was used to analyze the data. The results show a positive direct effect of green brand image on green brand equity, as well as a mediating effect of green consumer satisfaction on the relationship between green brand image and green brand equity for organic food products. Additionally, the results indicate that there are no significant differences in the relationship in the research model based on gender. However, there are differences based on occupation, and partial differences exist in all relationships based on age, residence location, and salary. Based on these results, several research implications are suggested for organic food businesses, state agencies, and consumers to enhance green brand equity for organic food products and encourage consumers to increase their consumption of organic food.
Keywords
Green brand equity; Green brand image; Green consumer satisfaction; Organic food
Article Details
Field of Economic (JEL Codes)
M10 - General - Business Administration
References
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Chang, C. H., & Tu, C.Y. (2005). Exploring store image, customer satisfaction and customer loyalty relationship: Evidence from Taiwanese hypermarket industry. Journal of American Academy of Business, 7(18), 197-202.
Chang, N.-J., & Fong, C.-M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, 4(13), 2836-2844. https://academicjournals.org/article/article1380724467_Chang%20and%20Fong23.pdf
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y.-S., & Chang, C.-H. (2016). Green brand personality and green purchase intentions: The mediation roles of green brand associations and green brand attitude. International Journal of Management and Applied Science (IJMAS), 2(2), 107-111. https://iraj.doionline.org/dx/IJMAS-IRAJ-DOIONLINE-4088
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). New York: Psychology Press.
Cuesta-Valino, P., Gutiérrez-Rodríguez, P., Sierra-Fernández, M.-P., & García, M.-B. A. (2021). Measuring a multidimensional green brand equity: A tool for entrepreneurship development. British Food Journal, 123(10), 3326-3343. https://doi.org/10.1108/BFJ-07-2020-0639
Davidson, D. J., & Freudenburg, W. R. (1996). Gender and environmental risk concerns: A review and analysis of available research. Environment and Behavior, 28(3), 302–339. https://doi.org/10.1177/0013916596283003
Deniz, A., & Onder, L. (2017). Determinants of brand equity in green products: The relationships among green brand image, green trust and green satisfaction. International Journal of Arts Humanities and Social Sciences, 2(11), 1-8. https://ijahss.com/Paper/21102017/1079495365.pdf
Esch, F.-R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105. https://doi.org/10.1108/10610420610658938.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75. https://doi.org/10.1080/10696679.2001.11501897
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107. https://doi.org/10.1093/biomet/61.1.101
Górska-Warsewicz, H., Dębski, M., Fabuš, M., & Kováč, M. (2021). Green brand equity—empirical experience from a systematic literature review. Sustainability, 13(20). https://doi.org/10.3390/su132011130
Ha, M. T. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 10(10), 2385-2394. https://doi.org/10.5267/j.msl.2020.2.026
Ha, M. T. (2021). Optimizing green brand equity: The integrated branding and behavioral perspectives. Sage Open, 11(3). https://doi.org/10.1177/21582440211036087
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). CA: Sage Publications. https://eli.johogo.com/Class/CCU/SEM/_A%20Primer%20on%20Partial%20Least%20Squares%20Structural%20Equation%20Modeling_Hair.pdf
Hartmann, P. & Ibáñez, V. A. (2006). Effects of green brand communication on brand associations and attitude. In S. Diehl, R. Terlutter (Eds.), International Advertising and Communication (pp. 217-236). DUV. https://doi.org/10.1007/3-8350-5702-2_12
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics, & P. N. Ghauri (Eds.), New Challenges to International Marketing (Advances in International Marketing, Vol. 20) (pp. 277-319). Emerald Group Publishing. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30(2), 245–248. https://doi.org/10.1016/j.jenvp.2010.01.004
Ho Thi Thao Nguyen, Tran Thi Siem, To Anh Tho, & Thai Kim Phong (2024). Giá trị thương hiệu dưới tác động của tẩy xanh: Vai trò trung gian của chủ nghĩa hoài nghi, niềm tin và hài lòng [Brand equity under the impact of greenwashing: the mediating role of green scepticism, green trust and green satisfaction]. Tạp chí Kinh tế & Phát triển, 320(2), 102-112. https://doi.org/10.33301/JED.VI.1611
Ishak, F., & Abd Ghani, N. H. (2013). A review of the literature on brand loyalty and customer loyalty. Conference on Business Management Research 2013, December 11, 2013, EDC, Sintok: University Utara Malaysia. https://repo.uum.edu.my/id/eprint/16316
Ishaq, M. I. (2021). Multidimensional green brand equity: A cross-cultural scale development and validation study. International Journal of Market Research, 63(5), 560-575. https://doi.org/10.1177/1470785320932040
Johnson, M. D., & Anderson, E. W. & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21(4), 695-707. https://doi.org/10.1086/209428
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (1998). Strategic brand management: Building, Measuring, and managing brand equity. New Jersey: Prentice Hall.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. https://doi.org/10.1080/13527260902757530
Kotler, P. & Gertner, D. (2002). Country as brand, product and beyond: a place marketing and brand management perspective. Journal of Brand Management, 9, 249-261. https://doi.org/10.1057/palgrave.bm.2540076
Kurniawati., & Setiawan, I. B. (2021). Educational background on product knowledge: Antecedents consumer based brand equity. Proceedings of the 4th International Conference on Research of Educational Administration and Management (ICREAM 2020) (pp. 403-407). Atlantis Press. https://doi.org/10.2991/assehr.k.210212.085
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270
Lukaszewski, K. M., & Stone, D. L. (2012). Theory and research on social issues in organizations. Journal of Managerial Psychology, 27(4), 324-329. https://doi.org/10.1108/02683941211220216
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management, 35(7), 544-555. https://doi.org/10.1108/09590550710755921
Nguyen Quang Anh, Cao Quoc Viet (2018). Sử dụng phương pháp hồi quy PLS-SEM để kiểm định mô hình nghiên cứu hành vi trong lĩnh vực quản trị [Using the PLS-SEM regression method to test the research model of behaviour in the field of management]. Tạp chí Phát triển Nhân lực, 3(56), 24-36. https://nsti.vista.gov.vn/publication/download/hE/hEqFPbGCj.html
Nguyen Dinh Tho (2013). Phương pháp nghiên cứu khoa học trong kinh doanh [The research methods in business]. Nhà xuất bản Tài chính.
Pappu, R., & Quester, P. (2006). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product & Brand Management, 15(1), 4-14. https://doi.org/10.1108/10610420610650837
Kang, S., & Hur, W.-M. (2012). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306-316. https://doi.org/10.1002/csr.281
Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305-335. https://doi.org/10.1016/S0167-8116(02)00097-6
Tamer, S. K., Soha, A. M. S., & Ghada, M. A. (2024). Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image. iKNiTO JS (Journal Management System), 25(4). 647-677. https://doi.org/10.21608/jsst.2024.306308.1830
Tran, N. K. H. (2023). Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty. Business Strategy and Development, 6(4), 1006-1017. https://doi.org/10.1002/bsd2.294
Yoo, B., & Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195-211. https://doi.org/10.1177/0092070300282002
Ayman, R., & Korabik, K. (2010). Leadership: Why gender and culture matter. American Psychologist, 65(3), 157-170. https://doi.org/10.1037/a0018806
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16. https://doi.org/10.1509/jm.09.0339
Bekk, M., Spörrle, M., Hedjasie, R., & Kerschreiter, R. (2016). Greening the competitive advantage: antecedents and consequences of green brand equity. Quality & Quantity, 50, 1727-1746. https://doi.org/10.1007/s11135-015-0232-y
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27. https://doi.org/10.2307/3172510
Chang, C. H., & Tu, C.Y. (2005). Exploring store image, customer satisfaction and customer loyalty relationship: Evidence from Taiwanese hypermarket industry. Journal of American Academy of Business, 7(18), 197-202.
Chang, N.-J., & Fong, C.-M. (2010). Green product quality, green corporate image, green customer satisfaction, and green customer loyalty. African Journal of Business Management, 4(13), 2836-2844. https://academicjournals.org/article/article1380724467_Chang%20and%20Fong23.pdf
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y.-S., & Chang, C.-H. (2016). Green brand personality and green purchase intentions: The mediation roles of green brand associations and green brand attitude. International Journal of Management and Applied Science (IJMAS), 2(2), 107-111. https://iraj.doionline.org/dx/IJMAS-IRAJ-DOIONLINE-4088
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). New York: Psychology Press.
Cuesta-Valino, P., Gutiérrez-Rodríguez, P., Sierra-Fernández, M.-P., & García, M.-B. A. (2021). Measuring a multidimensional green brand equity: A tool for entrepreneurship development. British Food Journal, 123(10), 3326-3343. https://doi.org/10.1108/BFJ-07-2020-0639
Davidson, D. J., & Freudenburg, W. R. (1996). Gender and environmental risk concerns: A review and analysis of available research. Environment and Behavior, 28(3), 302–339. https://doi.org/10.1177/0013916596283003
Deniz, A., & Onder, L. (2017). Determinants of brand equity in green products: The relationships among green brand image, green trust and green satisfaction. International Journal of Arts Humanities and Social Sciences, 2(11), 1-8. https://ijahss.com/Paper/21102017/1079495365.pdf
Esch, F.-R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98-105. https://doi.org/10.1108/10610420610658938.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 9(3), 61-75. https://doi.org/10.1080/10696679.2001.11501897
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Geisser, S. (1974). A predictive approach to the random effect model. Biometrika, 61(1), 101-107. https://doi.org/10.1093/biomet/61.1.101
Górska-Warsewicz, H., Dębski, M., Fabuš, M., & Kováč, M. (2021). Green brand equity—empirical experience from a systematic literature review. Sustainability, 13(20). https://doi.org/10.3390/su132011130
Ha, M. T. (2020). Investigating green brand equity and its driving forces. Management Science Letters, 10(10), 2385-2394. https://doi.org/10.5267/j.msl.2020.2.026
Ha, M. T. (2021). Optimizing green brand equity: The integrated branding and behavioral perspectives. Sage Open, 11(3). https://doi.org/10.1177/21582440211036087
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modelling (PLS-SEM) (2nd ed.). CA: Sage Publications. https://eli.johogo.com/Class/CCU/SEM/_A%20Primer%20on%20Partial%20Least%20Squares%20Structural%20Equation%20Modeling_Hair.pdf
Hartmann, P. & Ibáñez, V. A. (2006). Effects of green brand communication on brand associations and attitude. In S. Diehl, R. Terlutter (Eds.), International Advertising and Communication (pp. 217-236). DUV. https://doi.org/10.1007/3-8350-5702-2_12
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In R. R. Sinkovics, & P. N. Ghauri (Eds.), New Challenges to International Marketing (Advances in International Marketing, Vol. 20) (pp. 277-319). Emerald Group Publishing. https://doi.org/10.1108/S1474-7979(2009)0000020014
Hirsh, J. B. (2010). Personality and environmental concern. Journal of Environmental Psychology, 30(2), 245–248. https://doi.org/10.1016/j.jenvp.2010.01.004
Ho Thi Thao Nguyen, Tran Thi Siem, To Anh Tho, & Thai Kim Phong (2024). Giá trị thương hiệu dưới tác động của tẩy xanh: Vai trò trung gian của chủ nghĩa hoài nghi, niềm tin và hài lòng [Brand equity under the impact of greenwashing: the mediating role of green scepticism, green trust and green satisfaction]. Tạp chí Kinh tế & Phát triển, 320(2), 102-112. https://doi.org/10.33301/JED.VI.1611
Ishak, F., & Abd Ghani, N. H. (2013). A review of the literature on brand loyalty and customer loyalty. Conference on Business Management Research 2013, December 11, 2013, EDC, Sintok: University Utara Malaysia. https://repo.uum.edu.my/id/eprint/16316
Ishaq, M. I. (2021). Multidimensional green brand equity: A cross-cultural scale development and validation study. International Journal of Market Research, 63(5), 560-575. https://doi.org/10.1177/1470785320932040
Johnson, M. D., & Anderson, E. W. & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21(4), 695-707. https://doi.org/10.1086/209428
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (1998). Strategic brand management: Building, Measuring, and managing brand equity. New Jersey: Prentice Hall.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2-3), 139-155. https://doi.org/10.1080/13527260902757530
Kotler, P. & Gertner, D. (2002). Country as brand, product and beyond: a place marketing and brand management perspective. Journal of Brand Management, 9, 249-261. https://doi.org/10.1057/palgrave.bm.2540076
Kurniawati., & Setiawan, I. B. (2021). Educational background on product knowledge: Antecedents consumer based brand equity. Proceedings of the 4th International Conference on Research of Educational Administration and Management (ICREAM 2020) (pp. 403-407). Atlantis Press. https://doi.org/10.2991/assehr.k.210212.085
Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11-19. https://doi.org/10.1108/07363769510095270
Lukaszewski, K. M., & Stone, D. L. (2012). Theory and research on social issues in organizations. Journal of Managerial Psychology, 27(4), 324-329. https://doi.org/10.1108/02683941211220216
Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management, 35(7), 544-555. https://doi.org/10.1108/09590550710755921
Nguyen Quang Anh, Cao Quoc Viet (2018). Sử dụng phương pháp hồi quy PLS-SEM để kiểm định mô hình nghiên cứu hành vi trong lĩnh vực quản trị [Using the PLS-SEM regression method to test the research model of behaviour in the field of management]. Tạp chí Phát triển Nhân lực, 3(56), 24-36. https://nsti.vista.gov.vn/publication/download/hE/hEqFPbGCj.html
Nguyen Dinh Tho (2013). Phương pháp nghiên cứu khoa học trong kinh doanh [The research methods in business]. Nhà xuất bản Tài chính.
Pappu, R., & Quester, P. (2006). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product & Brand Management, 15(1), 4-14. https://doi.org/10.1108/10610420610650837
Kang, S., & Hur, W.-M. (2012). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306-316. https://doi.org/10.1002/csr.281
Rossiter, J. R. (2002). The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing, 19(4), 305-335. https://doi.org/10.1016/S0167-8116(02)00097-6
Tamer, S. K., Soha, A. M. S., & Ghada, M. A. (2024). Investigating the Impact of Green Brand Equity on Brand Loyalty: The Mediating Roles of Green brand attachment, Green Trust, Green brand attitude, and Green brand image. iKNiTO JS (Journal Management System), 25(4). 647-677. https://doi.org/10.21608/jsst.2024.306308.1830
Tran, N. K. H. (2023). Enhancing green brand equity through environmental reputation: The important of green brand image, green brand trust, and green brand loyalty. Business Strategy and Development, 6(4), 1006-1017. https://doi.org/10.1002/bsd2.294
Yoo, B., & Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195-211. https://doi.org/10.1177/0092070300282002
How to Cite
Mai, X. D., Trinh, M. M., Ngo, T. N., La, G. P., Le, Y. T., & Nguyen, P. T. (2025). The effect of green brand image on green brand equity through the green consumer satisfaction: The case for organic food products in Ho Chi Minh City. Journal of Finance - Marketing Research, 3(01), 31-45. https://doi.org/10.52932/jfm.v3i1e.698