IDEAS home Printed from https://ideas.repec.org/a/ibn/ibrjnl/v10y2017i1p22-33.html

The Impact of Brand Crisis on Consumers’ Green Purchase Intention and Willingness to Pay More

Author

Listed:
  • Ismail Tamer TOKLU
  • Hilal OZTURK KUCUK

Abstract

The purpose of the study is to develop an original framework to explore the effects of brand crisis on green purchase intentions and willingness to pay more. This study composes of seven original concepts, which are perceived brand crisis, green brand image, green trust, green brand equity, green perceived value, green purchase intentions and willingness to pay more to develop an integrated model. For this reason, an online survey was carried out in testing the model that includes questions measuring the effects of these variables. Smart PLS structural equation modelling is applied to verify the research framework. A total of 504 questionnaires were collected from Turkish consumers living in Turkey. According to the findings acquired from the structural equation modelling, there is an impact of the perceived brand crisis on green brand image, green trust, green brand equity and green perceived value. Consequently, green brand equity and green perceived value except for green brand image and green trust influence the green purchase intention. Moreover, green purchase intention affects willingness to pay more. Existing studies have shown that perceived brand crisis affects the brand equity, brand trust, brand image, perceived value and purchase intentions. However, there is not any research to shed light on the impact of perceived brand crisis on green brand equity, green brand image, green trust, green perceived value, green purchase intention and willingness to pay more. Therefore, this paper develops a research framework to fill the research gap.

Suggested Citation

  • Ismail Tamer TOKLU & Hilal OZTURK KUCUK, 2017. "The Impact of Brand Crisis on Consumers’ Green Purchase Intention and Willingness to Pay More," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 22-33, January.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:1:p:22-33
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/64584/35336
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ibr/article/view/64584
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Harald Van Heerde & Kristiaan Helsen & Marnik G. Dekimpe, 2007. "The Impact of a Product-Harm Crisis on Marketing Effectiveness," Marketing Science, INFORMS, vol. 26(2), pages 230-245, 03-04.
    2. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    3. Cleeren, K. & Dekimpe, M.G. & Helsen, K., 2008. "Weathering product-harm crises," Other publications TiSEM 283b51f8-dd35-4a10-930a-8, Tilburg University, School of Economics and Management.
    4. Nicky J. Welton & Howard H. Z. Thom, 2015. "Value of Information," Medical Decision Making, , vol. 35(5), pages 564-566, July.
    5. Ronnie Cheung & Aris Y.C. Lam & Mei Mei Lau, 2015. "Drivers of green product adoption: the role of green perceived value, green trust and perceived quality," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 232-245, June.
    6. Pui Ng & Muhammad Butt & Kok Khong & Fon Ong, 2014. "Antecedents of Green Brand Equity: An Integrated Approach," Journal of Business Ethics, Springer, vol. 121(2), pages 203-215, May.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Hadasik, Bartłomiej & Kubiczek, Jakub & Ryczko, Aleksandra & Krawczyńska, Dominika & Przedworska, Kornelia, 2025. "From coal to clean energy: Economic and environmental determinants of household energy transition in Poland," Energy Economics, Elsevier, vol. 148(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ajay Kalra & Shibo Li & Wei Zhang, 2011. "Understanding Responses to Contradictory Information About Products," Marketing Science, INFORMS, vol. 30(6), pages 1098-1114, November.
    2. Chen Zhou & Shrihari Sridhar & Rafael Becerril-Arreola & Tony Haitao Cui & Yan Dong, 2019. "Promotions as competitive reactions to recalls and their consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 702-722, July.
    3. Zhe Ouyang & Xiaojiao Wang & Yang Liu, 2024. "The use of corporate social responsibility in response to product‐harm crisis: How do stock market reactions matter?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(4), pages 3081-3097, July.
    4. Mukherjee, Arka & Chauhan, Satyaveer S., 2021. "The impact of product recall on advertising decisions and firm profit while envisioning crisis or being hazard myopic," European Journal of Operational Research, Elsevier, vol. 288(3), pages 953-970.
    5. Hanssens, Dominique M. & Wang, Fang & Zhang, Xiao-Ping, 2016. "Performance growth and opportunistic marketing spending," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 711-724.
    6. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    7. Kathleen Cleeren & Marnik G. Dekimpe & Harald J. Heerde, 2017. "Marketing research on product-harm crises: a review, managerial implications, and an agenda for future research," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 593-615, September.
    8. Yang Gao & Wenjing Duan & Huaxia Rui, 2022. "Does Social Media Accelerate Product Recalls? Evidence from the Pharmaceutical Industry," Information Systems Research, INFORMS, vol. 33(3), pages 954-977, September.
    9. Enis Yakut & Ayse Gul Bayraktaroglu, 2021. "Consumer reactions to product recalls: the effects of intentionality, reputation, and public apology on purchase intentions," Journal of Business Economics, Springer, vol. 91(4), pages 527-564, May.
    10. Kashmiri, Saim & Brower, Jacob, 2016. "Oops! I did it again: Effect of corporate governance and top management team characteristics on the likelihood of product-harm crises," Journal of Business Research, Elsevier, vol. 69(2), pages 621-630.
    11. Ki-Hoon Lee & Minwoo Lee & Nuwan Gunarathne, 2019. "Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective," Tourism Economics, , vol. 25(4), pages 593-612, June.
    12. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    13. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    14. Olivier Rubel & Prasad A. Naik & Shuba Srinivasan, 2011. "Optimal Advertising When Envisioning a Product-Harm Crisis," Marketing Science, INFORMS, vol. 30(6), pages 1048-1065, November.
    15. Hsiu-Ying Kao, Grace & Wang, Stephen W. & Farquhar, Jillian Dawes, 2020. "Modeling Airline Crisis Management Capability: Brand attitude, brand credibility and intention," Journal of Air Transport Management, Elsevier, vol. 89(C).
    16. Isaac M Dinner & Tarun Kushwaha & Jan-Benedict E M Steenkamp, 2019. "Psychic distance and performance of MNCs during marketing crises," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 339-364, April.
    17. Mukherjee, Arka & Carvalho, Margarida & Zaccour, Georges, 2023. "Managing quality and pricing during a product recall: An analysis of pre-crisis, crisis and post-crisis regimes," European Journal of Operational Research, Elsevier, vol. 307(1), pages 406-420.
    18. Mridula S. Mishra & Ruppal W. Sharma, 2019. "Brand Crisis-Sentiment Analysis of User-Generated Comments About @Maggi on Facebook," Corporate Reputation Review, Palgrave Macmillan, vol. 22(2), pages 48-60, May.
    19. Alfred Z. Liu & Angela Xia Liu & Sangkil Moon & Donald Siegel, 2024. "Does Corporate Social Responsibility Always Result in More Ethical Decision-Making? Evidence from Product Recall Remediation," Journal of Business Ethics, Springer, vol. 191(3), pages 443-463, May.
    20. Nicole Hanson & Stacey Sharpe, 2025. "Can Sustainability (ESG) Controversies Be Offset with Advertising? An Empirical Investigation into Advertising, Negative ESG, and Firm Value," JRFM, MDPI, vol. 18(2), pages 1-17, February.
    21. Jafarzadeh Ghazi, Amirhossein & Karray, Salma & Azad, Nader, 2023. "Price and quality competition while envisioning a quality-related product recall," European Journal of Operational Research, Elsevier, vol. 311(2), pages 486-501.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:1:p:22-33. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.