Final published version
Licence: CC BY: Creative Commons Attribution 4.0 International License
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - The effects of green brand image on brand loyalty
T2 - The case of mainstream fast food brands
AU - Watson, Anna
AU - Perrigot, Rozenn
AU - Dada, Lola
PY - 2024/2/29
Y1 - 2024/2/29
N2 - While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.
AB - While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.
KW - brand loyalty
KW - fast food
KW - green brand image
KW - environmental concern
KW - sustainable consumption
U2 - 10.1002/bse.3523
DO - 10.1002/bse.3523
M3 - Journal article
VL - 33
SP - 806
EP - 819
JO - Business Strategy and the Environment
JF - Business Strategy and the Environment
SN - 0964-4733
IS - 2
ER -