Original scientific paper
https://doi.org/10.1080/1331677X.2023.2196690
Integrated perspective of eco-innovation, green branding, and sustainable product: a case of an emerging economy
Wang Jinliang
Ka Yin Chau
Fahimeh Baei
Massoud Moslehpour
Khanh- Linh Nguyen
Tran Thai Ha Nguyen
Abstract
Climate complexities and environmental problems not only
brought changes in organizational practices but also changed the
consumer purchasing pattern. Consumers nowadays have become
more cautious regarding the consumption pattern of firms due to
ecological footprints. This increased awareness influences their
buying decisions pattern which leads to the increased demand of
sustainable products. Eco-innovation, in this regard, appears to be
an effective tool that helps firms to incorporate ecological constraints
into business practices in order to develop green branding
which ultimately leads to green loyalty. Drawing on literature
from existing literature, the study developed a complex framework
and established the plausible relationship among outlined
constructs. By utilizing PLS methodology, measurement and structural
models were assessed. Results echo that eco-innovation and
green branding lead to sustainable product. Moreover, evidence
also indicate that eco-innovation, and sustainability positively
influence green loyalty. Based on the evidence, study proposed
some implications which may be helpful for policy makers to
maintain the sustainability of a firm.
Keywords
Eco-innovation; green branding; sustainable engagement
Hrčak ID:
314873
URI
Publication date:
10.7.2023.
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