Title: Exploring green brand equity for millennials: an SEM-ANN analysis of green brand knowledge, environmental attitude, and green brand image

Authors: Pankaj Tiwari; Shaunak Pal

Addresses: Faculty of Management, Sharda University, Andijan, 170100, Uzbekistan ' Faculty of Computer Science, Vellore Institute of Technology, Vellore, 632014, India

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.

Keywords: ERA; environmental attitude; GRI; green brand image; GRK; green brand knowledge; GRE; green brand equity; SEM-ANN.

DOI: 10.1504/IJTPM.2024.135978

International Journal of Technology, Policy and Management, 2024 Vol.24 No.1, pp.93 - 122

Received: 16 Aug 2022
Accepted: 15 Mar 2023
Published online: 11 Jan 2024 *

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