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Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks

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  • Pankaj Tiwari

    (Ethiopian Civil Service University)

Abstract

Millennials are considered fighters against climate change to reduce waste and promote environmentally friendly products worldwide. This study examines the relative importance of green awareness among millennials and green brand image impact on green word of mouth millennials. Complementing previous research, we propose an integrated model that includes variables such as Green Brand (GRB), Green Satisfaction (GRS), Green Loyalty (GRL), and Green Word of mouth (GRW). We find a significant relationship between these variables using structural equation modeling. Our research is the first to explicitly examine variables in branding and relationship marketing.

Suggested Citation

  • Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    • Handle: RePEc:kap:porgrv:v:23:y:2023:i:1:d:10.1007_s11115-021-00597-3
    DOI: 10.1007/s11115-021-00597-3
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