Rai M.

Ibtisam

18U00036

Research Methods

Assignment 6

Conceptual Definitions:

Variables Conceptual Definitions Author, Year

Greenwash ‘The act of misleading consumers regarding the (Parguel
environmental practices of a company or the et al., 2011)
environmental benefits of a product or service’
Green brand Green brand image refers to ‘a set of (Chen, 2010)
image perceptions of a brand in a customer’s mind
that is connected to environmental features and
environmental concerns’
Green brand ‘The level of repurchase intentions prompted (Chen, 2013)
loyalty by a strong environmental attitude and
sustainable commitment towards a brand’.
Green purchase Green purchase behaviour means that a (Chen & Chang,
behaviour consumer would buy a particular brand, 2012)
product, or service resulting from his or her
environmental needs

Operational Definitions:

Variables Operational Definitions Author, Year

Greenwash  The brand deceives me by means of (Chen and Chang,
words in its environmental features 2013)
 The brand deceives me by means of
visuals or graphics in its environmental
features
 The brand deceives me by means of
green claims that are unclear
 The brand exaggerates or overstates its
 green functionality
 The brand hides important information,
making the green claim sound better
than it is.
Green brand  The brand is considered as the best (Chen, 2010)
image benchmark of sustainable development
 the brand is specialised in green
reputation
 the brand is excellent about
environmental features
 the brand is outstanding about
environmental performance
 the brand is reliable about sustainable
development.
Green brand  I am eager to repurchase the brand due (Chen, 2013)
loyalty to its environmental performance
 I prefer buying the brand to other
brands due to its environmental
functionality
 I rarely consider switching to other
brands due to the brand’s environmental
features
 I intend to continue purchasing the
brand since it is environmentally
friendly.
Green purchase  I purchase the brand due to its (Kim and Choi,
behaviour environmental concern 2005)
 I will purchase the brand in the future
due to its environmental performance
 Overall, I am happy to purchase the
brand since it is environmentally
friendly.