Syed Muhammad Faizan Shah

Assignment# 6

Research Methods

CONCEPTUAL DEFINITIONS

Variable Conceptual definition Author name

Greenwash is defined as ‘the act of misleading consumers
Greenwash regarding the environmental practices of a company or the (Parguel et al., 2011)
environmental benefits of a product or service’

Green brand image refers to ‘a set of perceptions of a brand in

Green brand
a customer’s mind that is connected to environmental features (Chen, 2010)
image
and environmental concerns’

‘the level of Total Quality Management 3 repurchase intentions

Green brand
prompted by a strong environmental attitude and sustainable Chen (2013)
loyalty
commitment towards a brand’

Green purchase behaviour means that a consumer would buy a

Green purchase Chen and Chang
particular brand, product, or service resulting from his or her
behaviour (2013)
environmental needs
 OPERATIONAL DEFINITIONS

Variable Operational Definition Author name

(1) The brand deceives me by means of words in its
environmental features; (2) The brand deceives me by means of
visuals or graphics in its environmental features; (3) The brand
Chen and Chang
Greenwash deceives me by means of green claims that are unclear; (4) The
(2013)
brand exaggerates or overstates its green functionality; (5) The
brand hides important information, making the green claim
sound better than it is
(1) The brand is considered as the best benchmark of
sustainable development; (2) the brand is specialised in green
Green brand reputation; (3) the brand is excellent about environmental
(Chen, 2010)
image features; (4) the brand is outstanding about environmental
performance; (5) the brand is reliable about sustainable
development.

(1) I am eager to repurchase the brand due to its environmental

performance; (2) I prefer buying the brand to other brands due
Green brand to its environmental functionality; (3) I rarely consider switching
Chen (2013)
loyalty to other brands due to the brand’s environmental features; (4) I
intend to continue purchasing the brand since it is
environmentally friendly

(1) I purchase the brand due to its environmental concern; (2) I

Green Purchase will purchase the brand in the future due to its environmental
Chen and Chang (2013
behaviour performance; (3) Overall, I am happy to purchase the brand
since it is environmentally friendly.