Measuring a multidimensional green brand equity: a tool for entrepreneurship development

Purpose This study analyses the dimensions of the brand equity of organic agri-food products using a multidimensional approach. It also examines the direct and indirect relationships of this brand equity with consumers’ green satisfaction and the green image of organic agri-food products. The green brand can be understood as a tool for entrepreneurial development. Design/methodology/approach The researchers develop a conceptual framework highlighting the dimensions of the green brand equity focusing on five constructs (green brand loyalty, green perceived quality, green brand associations, green brand awareness and the new dimension of green brand emotion), green satisfaction and green brand image. The sample consisted of 392 people aged over 18 who were occasional or habitual consumers of organic agri-food products. Partial least squares (PLS), a structural equation modelling (SEM) tool, was used in the analyses. Findings The results of this study show that the different dimensions of green brand equity (except for green brand awareness) reflect this variable and are important factors in its perception by consumers. This study differs from others in that it treats green brand equity as a truly multidimensional variable made up of different dimensions with different measurement scales. The study also demonstrates the importance of green satisfaction and green brand image as antecedents of green brand equity. Practical implications The measurement scale for green brand equity developed in this study provides entrepreneurs of organic agri-foods with a method for evaluating consumer perception of green brand equity based on those dimensions that are truly significant. Originality/value This is the first study to explore the relationships of green brand equity—as a multidimensional concept—with other variables, such as green satisfaction and green image.