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Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment

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Abstract

The purpose of this study is to investigate the customer-based brand equity (CBBE) of green brands and their impact on green purchase consumption with the moderating effect of religious commitment. Data were gathered from 315 consumers in three large cities in Pakistan and further analysed by partial least square. The results of this study revealed that there is a significant positive nexus between CBBE and green purchase consumption. Additionally, results showed the evidence of religious commitment moderating the relationship between CBBE and green purchase consumption. The findings are helpful to the greening companies, suggesting that they should focus on every component of brand performance in order to achieve the higher ranked performance that ultimately initiates green purchase and repurchase consumption. This research addresses the attitude behaviour gap in green purchase consumption by incorporating the contingent impact of religious commitment.

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Authors and Affiliations

  1. FAST School of Management, National University of Computer and Emerging Sciences, Faisalabad, Pakistan

    Munazza Saeed

  2. Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Lahore, Pakistan

    Imran Shafique

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  1. Munazza Saeed
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Appendix

Appendix

Constructs

Items

GBA

Green consumption is to purchase low pollution, low resource cost and recyclable products

 

I can recognize the sign of environment-friendly products

 

Carbon dioxide (CO2) causes global warming

 

Phosphate detergents produce red tides

 

Energy saving lamps use 70% less energy than the ordinary lamps

 

The main object of garbage classification is to recycle and reuse

 

The temperature of summer air-conditioner for public building should not be below 25-C

GPQ

The quality of green product is regarded as the best benchmark with respect to environmental concern

 

The quality of green products is reliable with respect to environmental consideration

 

The quality of green product is durable with respect to environmental performance

 

The quality of green product is excellent with respect to environmental image

 

The quality of green product is professional with respect to environmental reputation

GBV

I am extremely worried about the state of the world’s environment and what it will mean for my future

 

Mankind is severely abusing the environment

 

When humans interfere with nature it often produces disastrous consequences

 

The balance of nature is very delicate and easily upset

 

Humans must live in harmony with nature in order to survive

GBT

I feel that this brand’s environmental commitments are generally reliable

 

I feel that this brand’s environmental performance is generally dependable

 

I feel that this brand’s environmental argument is generally trustworthy

 

This brand keeps promises and commitments for environmental protection

GBS

Overall, I am satisfied with this brand because of its environmental concern

 

I am happy about the decision to choose green products because of its environmental commitments

 

I believe that it is the right thing to purchase green products because of its environmental performance

 

Overall, I am glad to buy green products because of it is environmental friendly

GBL

I am willing to buy green products in the future because of its environmental performance

 

I plan to purchase green products because of its environmental concern

 

I will make effort to buy green products because of it is environmentally

Friendly

 
 

I encourage my friends and relatives to buy green products

 

If someone is looking for good products, I generally advise him/her to buy green products

 

I say positive things about green products

 

I am willing to spend extra in order to buy environmental friendly products

 

It is acceptable to pay premium to buy green products because of its

Environmental performance

 
 

I am willing to pay more to buy green products because of its environmental

Functions

 

RC

Islam is especially important to me because it answers many questions about the meaning of life

 

I often read books and magazines about Islam

 

I spend time trying to grow in understanding of Islam

 

My religious commitment lie behind my whole approach to life

 

I make financial contributions to my religious organization

 

I enjoy spending time with others of my religious affiliation

 

Religious commitment influence all my dealings in life

 

It is important to me to spend periods of time in private religious thought and prayer

 

I enjoy taking part in activities of my religious organization

 

I keep well informed about my local religious group and have some influence in its decisions

GPC

I always use the disposable tableware

 

I try to buy high efficiency light bulbs to save energy

 

I try to buy energy efficient household appliances

 

I always reuse the paper bag or plastic bags

 

I always reuse the water

 

I always sell bottles to the recycling centre

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Saeed, M., Shafique, I. Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment. Environ Dev Sustain 23, 13284–13303 (2021). https://doi.org/10.1007/s10668-020-01210-1

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