Purpose

The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image).

Design/methodology/approach

Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons.

Findings

Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55.

Originality

This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.

中文翻译：

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品牌知识对绿色信任和绿色品牌资产的影响：基于感知品牌绿色度和年龄的多组比较

目的

本研究的目的是从品牌知识（品牌知名度和品牌形象）的角度了解美国市场上消费者的绿色信任和绿色品牌资产（GBE）如何随品牌绿色度和年龄的变化而变化。

设计/方法论/途径

使用结构方程模型的三个多组比较来分析从问卷中收集的数据。应用了实验设计（高感知品牌绿色度与低感知品牌绿色度）。从在线消费者小组中总共收集了 440 条可用的回复。由于 60 岁以上参与者的比例较高，因此在每个品牌条件下使用了两组，即年轻组（55 岁以下）和年长组（55 岁以上）来进行年龄比较。

发现

消费者之前的品牌体验很重要。最有前景的指标是大湾区的品牌形象和绿色信任。组间比较观察到差异。对于绿色认知度较低的品牌来说，现有的品牌形象在此过程中发挥了更重要的作用，需要增强其绿色信任度。对于认知度较高的绿色品牌，应纳入更多因素来解释其 GBE，特别是对于 55 岁以下的消费者。

独创性

这项研究确定了 GBE 形成过程中的两个调节因素，即感知品牌绿色度和年龄，这在文献中尚未得到广泛探讨。研究结果为各代人群提供了重要的见解，首次关注绿色和年龄的联合催化剂效应，了解大湾区对消费者对绿色品牌的承诺的影响。此外，由于婴儿潮一代的参与者比例较高，这一事实使这项研究能够丰富现有文献，并带来独特的视角来了解他们和年轻一代对绿色消费的态度。