preprints.org > business, economics and management > business and management > doi: 10.20944/preprints202307.0179.v1

Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

Version 1 : Received: 3 July 2023 / Approved: 4 July 2023 / Online: 4 July 2023 (09:54:55 CEST)

Environmental concern has attained a higher level than in the past, with numerous organisations, including the pioneering "Green Banking" institution, expressing their concern. This study examines the relationship between green brand innovativeness and perceived value, as well as its effect on green brand loyalty. It expands on previous research that investigated the differences between innovation and innovativeness and their effects on brand loyalty. In addition, the role of perceived green value as a mediator and consumer green knowledge as a moderator in the formation of green brand loyalty is investigated. To test the conceptual model, a convenience-sampling survey of 600 Ethiopian customers was administered to capture a sample of respondents for the conceptual model. For data analysis, structural equation modelling (SEM) was employed. The results indicate that consumers' perceptions of green value have indirect effects on brand loyalty and direct effects on the innovativeness of green brands. In addition, green knowledge mediates the relationship between green brand innovation and green value perception in a significant way. Therefore, organisations should concentrate on enhancing consumers' environmental literacy and nurturing positive attitudes towards green brands in order to increase green brand loyalty.

Green brand; green innovation; green brand innovativeness; green perceived value; green brand loyalty; green knowledge

Business, Economics and Management, Business and Management

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