Drivers of Green Brand Equity and Green Purchase Intention in Emerging Markets

Abstract

Consumer preference for green brands is driven by confidence in a company�s pro-environmental activities in emerging markets. Environmental claims and communication efforts are insufficient if a company cannot demonstrate that it can deliver on its promises. This study adopted desk research to examine the drivers of green brand equity and green purchase intention in emerging markets. The findings suggest that consumers must be able to perceive a firm�s sincerity and reliability in its environmental actions, which are more important as consumers are conscious and also sceptical of green brands. Brand image and brand knowledge are determinants of buyers� purchase intention in emerging markets. To maximise benefits, companies operating in emerging markets must consider consumer environmental values and attitudes as also important to influencing green brand equity. Apart from investing in positive brand equity, it is also important to inform consumers about environmental issues and persuade them to change their attitudes towards ensuring sustainable systems. � The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.