Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual

EMAC 2022 Annual


Building green brand trust of environmental-conscious consumers by using identity-based brand management on the example of natural cosmetic brands
(A2022-107455)

Published: May 24, 2022

AUTHORS

Melina Alexandra Schmidt, FHWN - Campus Wieselburg; Robert Fina, Austrian Marketing University of Applied Sciences, Campus Wieselburg der Fachhochschule Wiener Neustadt GmbH

ABSTRACT

The study investigates the formation of green brand trust from an identity-based brand management point of view between environmental-conscious consumers’ perceptions and a green brand. The study is conducted on the example of natural cosmetics. Structural equation modelling was used to test from a literature review derived hypotheses. The final analysis is conducted by using a partial least squares approach. The findings show that green brand trust is significantly influenced by a brand’s green image. The environmental utilitarian benefits have the strongest positive impact on green brand trust through green brand image. Green perceived risk was not proven significant.