Conclusions, theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| • GBE is vital for the success and sustainability of any brand promoting a green image. However, harmful green marketing practices adversely affect GBE | • Theoretically, the study informs researchers that GBE is fostered by increasing positive green branding practices while avoiding the negative ones. Regarding this, excessive product packaging, greenwashing, and green confusion are green practices adversely affecting the GBE • Conversely, brand credibility and minimal product packaging foster GBE |
| • Excessive product packaging, greenwashing, and green confusion are harmful green marketing practices that harm GBE | • Online marketers and sellers should ensure that minimal packaging is used. Moreover, greenwashing practices should be avoided to instill consumer trust in sellers and green marketing • Sellers having brand credibility of their green marketing enjoy consumer trust and stronger brand equity |
| Conclusions | Theoretical and managerial implications |
|---|---|
| • GBE is vital for the success and sustainability of any brand promoting a green image. However, harmful green marketing practices adversely affect GBE | • Theoretically, the study informs researchers that GBE is fostered by increasing positive green branding practices while avoiding the negative ones. Regarding this, excessive product packaging, greenwashing, and green confusion are green practices adversely affecting the GBE |
| • Excessive product packaging, greenwashing, and green confusion are harmful green marketing practices that harm GBE | • Online marketers and sellers should ensure that minimal packaging is used. Moreover, greenwashing practices should be avoided to instill consumer trust in sellers and green marketing |
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.