The document defines conceptual and operational definitions for several variables related to green marketing. Conceptually, it defines greenwash, green brand image, and green brand loyalty. Operationally, it defines measures for greenwash, green brand image, green brand loyalty, and green purchase behavior by listing several indicators for each variable. The operational definitions are attributed to various authors from years 2005 to 2013.
The document defines conceptual and operational definitions for several variables related to green marketing. Conceptually, it defines greenwash, green brand image, and green brand loyalty. Operationally, it defines measures for greenwash, green brand image, green brand loyalty, and green purchase behavior by listing several indicators for each variable. The operational definitions are attributed to various authors from years 2005 to 2013.
The document defines conceptual and operational definitions for several variables related to green marketing. Conceptually, it defines greenwash, green brand image, and green brand loyalty. Operationally, it defines measures for greenwash, green brand image, green brand loyalty, and green purchase behavior by listing several indicators for each variable. The operational definitions are attributed to various authors from years 2005 to 2013.
The document defines conceptual and operational definitions for several variables related to green marketing. Conceptually, it defines greenwash, green brand image, and green brand loyalty. Operationally, it defines measures for greenwash, green brand image, green brand loyalty, and green purchase behavior by listing several indicators for each variable. The operational definitions are attributed to various authors from years 2005 to 2013.
Greenwash ‘The act of misleading consumers regarding the (Parguel environmental practices of a company or the et al., 2011) environmental benefits of a product or service’ Green brand Green brand image refers to ‘a set of (Chen, 2010) image perceptions of a brand in a customer’s mind that is connected to environmental features and environmental concerns’ Green brand ‘The level of repurchase intentions prompted (Chen, 2013) loyalty by a strong environmental attitude and sustainable commitment towards a brand’. Green purchase Green purchase behaviour means that a (Chen & Chang, behaviour consumer would buy a particular brand, 2012) product, or service resulting from his or her environmental needs
Operational Definitions:
Variables Operational Definitions Author, Year
Greenwash The brand deceives me by means of (Chen and Chang, words in its environmental features 2013) The brand deceives me by means of visuals or graphics in its environmental features The brand deceives me by means of green claims that are unclear The brand exaggerates or overstates its green functionality The brand hides important information, making the green claim sound better than it is. Green brand The brand is considered as the best (Chen, 2010) image benchmark of sustainable development the brand is specialised in green reputation the brand is excellent about environmental features the brand is outstanding about environmental performance the brand is reliable about sustainable development. Green brand I am eager to repurchase the brand due (Chen, 2013) loyalty to its environmental performance I prefer buying the brand to other brands due to its environmental functionality I rarely consider switching to other brands due to the brand’s environmental features I intend to continue purchasing the brand since it is environmentally friendly. Green purchase I purchase the brand due to its (Kim and Choi, behaviour environmental concern 2005) I will purchase the brand in the future due to its environmental performance Overall, I am happy to purchase the brand since it is environmentally friendly.