Antecedents of customer value perception of green brands and their influence on green brand attachment and loyalty: a study in Mainland China

This study is one of the very few to examine the effectiveness of green branding through the customer value approach in the context of a developing country. It offers critical theoretical contributions for the green marketing initiatives as well as important managerial implications for organisations intending to implement green marketing and corporate social responsibility strategies. The findings of this study suggest that a well-implemented green branding strategy can lead to more effective green communication, higher customer value and more attached and loyal customer-brand relationships.