Exploring green brand equity for millennials: an SEM-ANN analysis of green brand knowledge, environmental attitude, and green brand image Online publication date: Thu, 11-Jan-2024
by Pankaj Tiwari; Shaunak Pal
International Journal of Technology, Policy and Management (IJTPM), Vol. 24, No. 1, 2024
Abstract: This study aims to examine the purchasing behaviour of millennials in the banking sector by analysing the mediating effect of environmental attitude (ERA) and green brand image (GRI) on the relationship between green brand knowledge (GRK) and green brand equity (GRE). Structural equation models (SEM) and artificial neural networks (ANN) are utilised to establish a significant relationship between these variables. The study finds that GRK, GRI, and ERA significantly impact GRE among millennial customers. The ANN model identifies non-compensatory and non-linear correlations between the independent and dependent variables. By using the Feedback-Propagation ANN algorithm and multi-layered perceptions, the study identifies positive impacts on GRK, brand image, environmental attitudes, and brand equity. The results show that the ANN method can predict 73.6% of the green brand value. This study is the first to examine the impact of GRK on GRE using SEM-ANN.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology, Policy and Management (IJTPM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook