What question did this study set out to answer?

This study aims to explore how green brand image influences sustainable consumption behavior and vice versa through various mediating factors.

July 29, 2026Business Strategy and the Environment

Toward a Bidirectional Loop of Green Brand Image and Sustainable Consumption Behavior: Evidence From Dual Sequential Mediation

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This study aims to explore how green brand image influences sustainable consumption behavior and vice versa through various mediating factors.
Online survey conducted with purposive sampling yielding 462 valid responses.
Participants were Taiwanese adults with prior purchasing experience in sustainable product categories.
The study tested both direct and sequentially mediated relationships.
Green brand image positively correlates with sustainable consumption behavior, both directly and through mediators.
The mediation pathway includes altruistic values, environmental beliefs, and green attitude as components.
The reverse-direction model shows sustainable consumption behavior can also enhance green brand image.

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Implication

Randomized trial examines how values and beliefs influence sustainable consumption behavior, suggesting mutual reinforcement between brand image and consumer actions.

Cite This Study

Sheng et al. (2026) studied this question.

synapsesocial.com/papers/6a69a2e2c8da07d9defa6e03 https://doi.org/10.1002/bse.71331

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Implication

Randomized trial examines how values and beliefs influence sustainable consumption behavior, suggesting mutual reinforcement between brand image and consumer actions.

Toward a Bidirectional Loop of Green Brand Image and Sustainable Consumption Behavior: Evidence From Dual Sequential Mediation

Key Points

Discussion

Implication

Cite This Study

Toward a Bidirectional Loop of Green Brand Image and Sustainable Consumption Behavior: Evidence From Dual Sequential Mediation

Key Points

Discussion

Implication

Cite This Study

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Also Consider