Ng, Pui Fong
The Influences of Brand Perceived Quality, Green Brand Perceived Value and Green Brand Satisfaction on the Formulation of Green Brand Equity.
[Dissertation (University of Nottingham only)]
The growing awareness of green marketing due to the serious environmental degradation caused by the overwhelming numbers of electronic wastages in Malaysia and the existence of a huge gap between a brand’s sustainability performance and the perceptions of consumers towards the brands’ sustainable attempts has prompted this study to investigate on the relationship green brand equity. This study aims to identify the relationships among the four brand constructs: brand perceived quality, green brand satisfaction, green brand perceived value and green brand equity. Subsequently, this study also aims to investigate on the relationships of brand perceived quality, green brand satisfaction and green brand perceived value influence on the formation of green brand equity. Lastly, this study also examines on whether there any brand perceived quality, green brand satisfaction and green brand perceived value and green brand equity differences between young adults and older adults. Literature review of antecedents of brand equity is employed. Since there is no suitable set of accessible list to employ the probability sampling approach, a non-probability sampling method of purposive sampling was used where all the respondents must have experience(s) in purchasing any eco-friendly electronic products before. Before the questionnaire is given to the respondent to be filled up, they were asked if they have purchased any eco-friendly electronic products before. If they said yes, then they will not be asked to answer the questionnaire. Data for all the study variables were collected through self-administered survey questionnaires. The survey questionnaire is distributed to a total of 300 respondents, in which 150 of questionnaires are collected from the young Malaysian adults (19 to 26 years old), while another 150 questionnaires are gathered older Malaysian adults (53 to 64 years old). The survey is conducted in nine shopping malls which are located in Selangor and Kuala Lumpur, Malaysia. 300 primary data is examined with reliability test, two independent sample t-test, and SEM analysis (Structural Equation Modelling). Positive relationships are found to presence in all the hypothesised relationships between the four green brand constructs, namely, brand perceived quality, green brand satisfaction and green brand perceived value, albeit the positive relationships are quite weak. Furthermore, brand perceived quality is able to exert positive influence on both the green brand satisfaction and green brand perceived value. Subsequently, green brand satisfaction and green brand perceived value are discovered to has positive influence on green brand equity, in which green brand perceived value are found to has greater impact on the formulation on green brand equity. Additionally, green brand perceived value is able to influence green brand satisfaction in a positive manner. Besides that, this research discovers that brand perceived quality, green brand satisfaction and green brand equity tend to differ between the young adults and older adults. However, this study shows that there is no green brand perceived value differences between young adults and older adults.
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