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ABSTRACT This study proposed five novel constructs – green satisfaction, green affect, green trust, green brand loyalty, and green brand equity – and explored the positive relationships between these constructs. Electronics products in South Korea were the focus of this research. This empirical study was carried out by the one‐to‐one interview method using a structured questionnaire. The results showed that green brand satisfaction has a positive effect on green trust, affect, and loyalty. In addition, the results revealed that green brand, trust, and affect have a significantly positive influence on green brand loyalty. Furthermore, we found that green brand loyalty has a strongly positive influence on green brand equity. This study suggests that in addition to the perceived green trust arising from eco‐friendly attributes, green affect characterized by positive emotional consumption plays an important role in building green loyalty and green brand equity for sustainable development. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.
Kang et al. (2011) studied this question.