Leveraging green brand equity for organic food brands: the multifaceted role of green satisfaction

Propositions in favor of biophysical environmental sustainability have proliferated governance, business and academic debates globally. Initiatives promoting consumer health and environmental preservation have been epitomised through production and marketing of green products. However, the establishment of green brand equity to expedite green purchase has been a widely observed obstacle for most green brands. The study examined the antecedents of green brand equity for organic foods in Zimbabwe. The paper proposed that green satisfaction stimulates development of green trust, green brand image and green brand equity. It also hypothesized that green brand image influences green trust. Green brand image and green trust were modelled to affect green brand equity. The study targeted green consumers who purchased organic foods in the upmarket suburbs in Harare (n = 319). Model validation through Confirmatory Factor Analysis (CFA) and covariance based Structural Equation Modelling (SEM) revealed that green satisfaction positively affected green brand image, green trust and green brand equity. Green brand image and green trust also positively influenced green brand equity. The relationship between green brand image and green trust was also positive and significant. The paper flags the multifaceted role of green satisfaction in the development of green brand equity. Findings suggest that green satisfaction provides key leverage for reducing consumer perceived risk and green phobias through green trust and green brand image. Organic food marketers were urged to design a two-fold green value proposition that delivers both functional satisfaction and green fulfilment as drivers for cultivating sustainable green brand equity.