The Influence of Environmental Advertising, Environmental Transparency, and Green Brand Image towards Green Brand Trust and Green Entrepreneur Brand Loyalty among Working-Age People in Bangkok
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Abstract
This research aimed to study the influence of environmental advertising, environmental transparency, green brand image, and green brand trust on green entrepreneur brand loyalty. Quantitative research was applied in this research. Data were collected using questionnaires from working-age consumers in Bangkok. They have experience purchasing products or services from entrepreneurs who emphasize the environmental friendliness of products. A sample size of 426 people was analyzed using descriptive statistics, and structural equation modeling (SEM) was performed to test research hypotheses. The results showed that 1) the level of environmental advertising, environmental transparency, green brand image, green brand trust, and green entrepreneur brand loyalty is at a high level; 2) environmental advertising, environmental transparency, and green brand image have a positive influence on green brand trust; 3) green brand trust has a positive influence on green entrepreneur brand loyalty; 4) green brand trust has a direct influence on green entrepreneur brand loyalty of 0.752, while the highest indirect influence is green brand image of 0.335; and 5) the structural equation model is congruent with the empirical data. All passed the acceptance criteria: 2 equal to 138.808, df equal to 134,
2/df equal to 1.036, p-value equal to 0.370, RMSEA equal to 0.009, CFI equal to 0.999, TLI equal to 0.999, and SRMR equal to 0.021.
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