Investigating the factors affecting green brand equity: A study on young consumers in Bangladesh
Md. S. R. Tamim & Md. Awlad Hossain
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.
|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|
|ISSN:||ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)|
|Issue publication (Year):||2022|
|Date of Publication:||08/07/2022|
|Paper Type:||Research paper|
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
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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.