The effects of green brand image on brand loyalty: The case of mainstream fast food brands

While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their at...

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Bibliographic Details
Published in:Business strategy and the environment 2024-02, Vol.33 (2), p.806-819
Main Authors: Watson, Anna, Perrigot, Rozenn, Dada, Olufunmilola (Lola)
Format: Article
Language:English
Subjects:
Attitudes
Brand image
Brand loyalty
Brands
Business administration
Consumer attitudes
Consumer behavior
Consumers
Consumption
environmental concern
Environmental performance
Environmental regulations
Fast food
Fast food industry
Food
Food consumption
Generation Z
green brand image
Humanities and Social Sciences
Loyalty
Positioning
Sustainable consumption
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Summary:While a number of studies have explored consumer attitudes and behaviors towards green brands, the importance of green brand image for mainstream brands is less well understood. This study seeks to explore if the green image of mainstream fast food brands influences consumer loyalty and how their attitudes towards and knowledge of environmental issues may affect perceptions of the environmental performance of fast food brands. Using data gathered from a convenience sample of 2001 Gen Y and Gen Z consumers in France, our study establishes a critical linkage between consumers' environmental values and brand loyalty by including green brand image as a mediator. Further, by exploring mainstream brands, rather than brands that are positioned primarily on green attributes, we find that the mediating effect of green brand image may be dependent on the brand positioning.
ISSN:0964-4733
1099-0836
DOI:10.1002/bse.3523