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The effects of green brand image on brand loyalty: The case of mainstream fast food brands

Watson, Anna; Perrigot, Rozenn; Dada, Olufunmilola (Lola)

Authors

Rozenn Perrigot

Olufunmilola (Lola) Dada



Abstract

While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.

Citation

Watson, A., Perrigot, R., & Dada, O. (. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806-819. https://doi.org/10.1002/bse.3523

Journal Article Type Article
Acceptance Date Jul 12, 2023
Online Publication Date Aug 1, 2023
Publication Date 2024-02
Deposit Date Jul 18, 2023
Publicly Available Date Aug 1, 2023
Print ISSN 0964-4733
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 33
Issue 2
Pages 806-819
DOI https://doi.org/10.1002/bse.3523
Keywords brand loyalty, environmental concern, fast food, green brand image, sustainable consumption
Public URL http://researchrepository.napier.ac.uk/Output/3147606

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