Green Brand Equity

A Systematic Literature Review

  • Pedro Miguel Magalhães Universidade de Aveiro
  • Irina Saur-Amaral ISCA & CIMAD, Universidade de Aveiro, Aveiro, Portugal & NECE, Universidade da Beira Interior, Covilhã, Portugal
Keywords: Green Brand Equity, Systematic Literature Review, Green Trust, Green Satisfaction, Brand Image

Abstract

This paper presents a systematic literature review on Green Brand Equity (GBE), an emerging concept integrating sustainability and environmental responsibility within brand equity frameworks. The review synthesizes findings from 41 academic articles sourced from Web of Science and Scopus, employing a rigorous selection and filtering process. Through descriptive and qualitative analyses, this study explores the dimensions, antecedents, and impacts of GBE, including green trust, satisfaction, and brand image. Results highlight the growing academic interest in GBE since 2010, with significant increases post-2021. The study underscores GBE’s role in fostering competitive advantages, enhancing customer loyalty, and supporting sustainability goals. Additionally, it identifies the negative effects of greenwashing on consumer trust and GBE. While significant advancements are noted, the review calls for more cross-cultural and sector-specific studies to broaden GBE frameworks. These insights provide strategic guidance for businesses aiming to align environmental responsibility with market success.

Published
2024-12-16
How to Cite
Magalhães, P., & Saur-Amaral, I. (2024). Green Brand Equity. International Journal of Marketing, Innovation and Strategy, 2(02), 67-77. https://doi.org/10.34624/ijmis.v2i02.38370
Section
Articles