Publicação
The influence of Green Branding on Brand Loyalty: Retailer’s Private Label Food Brands context
| Resumo: | In the context of food retail private-label brands, this study examines the relationship between perceived environmental responsibility, green brand trust, attitudes towards green branding and health claims, and how their combined impact brand loyalty. The study intends to investigate how customer perception, trust, and loyalty toward private-label food items are influenced by sustainability features and health-related claims, both separately and in combination. Using a quantitative experimental design analysis with the participation of 507 people in Portugal, was examined their reactions to four different milk product conditions: neutral (no claims), sustainable-only, healthy-only, and sustainable-healthy combination. Five hypotheses addressing the connections between attitude towards green branding and health claims, perceived environmental responsibility, green brand trust, and their effect on brand loyalty were tested using a structural model. The findings show that green brand trust is highly influenced by perceived environmental responsibility, which in turn promotes favourable perceptions and increases brand loyalty. Furthermore, the relationship between trust and loyalty is mediated by attitude towards green branding, but the combination of sustainability and health traits yielded the highest levels of loyalty under all settings. These findings offer practical advice for private-label food manufacturers looking to increase consumer loyalty through integrated green branding strategies, as well as theoretical insights into the combined benefits of sustainability and health claims. |
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| Autores principais: | Pinto, Maria Margarida Lino Neto Felner |
| Assunto: | Green Branding Brand Loyalty Green Brand Trust Perceived Environmental Responsibility Attitude Towards Brand Sustainability Private Label SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In the context of food retail private-label brands, this study examines the relationship between perceived environmental responsibility, green brand trust, attitudes towards green branding and health claims, and how their combined impact brand loyalty. The study intends to investigate how customer perception, trust, and loyalty toward private-label food items are influenced by sustainability features and health-related claims, both separately and in combination. Using a quantitative experimental design analysis with the participation of 507 people in Portugal, was examined their reactions to four different milk product conditions: neutral (no claims), sustainable-only, healthy-only, and sustainable-healthy combination. Five hypotheses addressing the connections between attitude towards green branding and health claims, perceived environmental responsibility, green brand trust, and their effect on brand loyalty were tested using a structural model. The findings show that green brand trust is highly influenced by perceived environmental responsibility, which in turn promotes favourable perceptions and increases brand loyalty. Furthermore, the relationship between trust and loyalty is mediated by attitude towards green branding, but the combination of sustainability and health traits yielded the highest levels of loyalty under all settings. These findings offer practical advice for private-label food manufacturers looking to increase consumer loyalty through integrated green branding strategies, as well as theoretical insights into the combined benefits of sustainability and health claims. |
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