Relationships Between Green Brand Equity and Key Green Customer Attitudes and Behavior Tendencies: The Mediating Role of Green Brand Loyalty

The aim of this study is to examine the relationships between consumer-based green brand equity (CBGBE), green brand satisfaction (GBS), green brand loyalty (GBL), green brand trust (GBT), and perceived green customer value (PGCV) from the perspective of consumers in a province in Turkey, as well as the mediating role of green brand loyalty (GBL) in these relationships. For this purpose, a quantitative research approach was adopted, utilizing a correlational research type and a field study design (correlational survey model). Using the convenience sampling method, data was collected by a questionnaire 400 consumers aged 18 and over living in Konya province through a face-to-face and online platform. In data analysis, descriptive statistics, exploratory factor analysis, Pearson correlation analysis, and regression analysis based on the bootstrap method were used. The results revealed that there are positive and significant relationships between consumer-based GBE and GBS, GBL, GBT and PGCV. In addition, it has been determined that GBL mediates the relationships between GBS, GBT, PGCV and GBE. These results indicate that these key consumer tendencies examined in the study have an important role in the development of GBE. This study, in which four key consumer tendencies are discussed together, contains important results with its originality in broadening the scope of the subject by also considering the mediating role of GBL in the development of GBE. Therefore, in addition to enriching the conceptual literature of the study, it is thought that the results will also be useful for researchers conducting studies on the subject with expanded variables and decision makers in practice who aim to develop green brand equity.