An Insight into Green Brand Equity; It’s Predictors and Outcomes

Purpose: The purpose of this research was to examine antecedents and outcomes ofgreen brand equity in the automobile sector.Design/Methodology: Data was collected through 314 automobile users of fourcities of Pakistan, i.e. Lahore, Multan, Faisalabad and Rawalpindi. SPSS 23 andAMOS 23 were used for the statistical analysis of the data.Findings: Findings indicated that green brand image was positively related togreen brand equity. green trust and green satisfaction mediated this positive link.Moreover, green brand equity further positively related to brand attitude, brandpreference, positive word of mouth and purchase intention.Limitations: The sample size was relatively low. The data was collected from onlyfour cities. Only four consumer responses were studied. The study was sectorspecific.Practical implications: Marketers can focus on developing the environmentalequity of the brand as it positively affects the responses of the consumer. Therefore,green brand equity of the brand results in responses that lead towards higher sales,increasing the profitability of the business.Originality/value: The study incorporates consumer responses as the consequenceswith the green brand equity model.