ISSN: 2520-4750 (Online), 2521-3040 (Print)

Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh

 Author (s)

Md. S. R. Tamim & Md. Awlad Hossain

Abstract

To explore the interpretative factors in Bangladesh to investigate the impact of these determinants on green brand equity of young consumers and finding of the each constructs association on each other. Data are collected with structured questionnaire from 227 young consumers’ of Bangladesh by online survey. To analyze the data, SPSS 26.0 has been used. Descriptive statistics analysis and multiple regression analyses have been used to evaluate the responses. The study reveals that four independent variables are positively related to green brand equity ( GBE )and the four variables are green brand image(GBI) , Green brand awareness(GBA) , Green brand positioning(GBP),Green perceived value(GPV). All the hypothesis are accepted by the study . In this study develop an insight that the Companies should take realistic initiatives to develop green brands and create a strong impression for the consumers. Moreover, along     with companies, respected governments, NGOs, green concerns, international authorities should come forward to encourage people for green consumption to save the environment for a sustainable future.

Keywords: Green brand, Brand Equity, Green Brand Image, Green Brand Awareness, Green Brand Positioning, and Green Perceived Value.

 

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Title:Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh
Author:Md. S. R. Tamim & Md. Awlad Hossain
Journal Name:International Journal of Science and Business
Website:ijsab.com
ISSN:ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI:https://doi.org/10.5281/zenodo.6809313
Media:Online
Volume:13
Issue:1
Issue publication (Year):2022
Acceptance Date:02/07/2022
Date of Publication:08/07/2022
PDF URL:https://ijsab.com/wp-content/uploads/947.pdf
Free download:Available
Page:90-99
First Page:90
Last Page:99
Paper Type:Research paper
Current Status:Published

 

Cite This Article:

Md. S. R. Tamim & Md. Awlad Hossain (2022). Investigating the factors affecting green brand equity: A study on young consumer’s in Bangladesh. International Journal of Science and Business, 13(1), 90-99. doi: https://doi.org/ 10.5281/zenodo.6809313

Retrieved from https://ijsab.com/wp-content/uploads/947.pdf

 

About Author (s)

Md. S. R. Tamim, Sub Assistant Brand Manager , PRAN-RFL GROUP, Dhaka, Bangladesh .

Md. Awlad Hossain (Corresponding Author), Assistant Professor , Department  of Marketing , Comilla University , Cumilla ,Bangladesh.

 

 

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DOI: https://doi.org/10.5281/zenodo.6809313

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