Antecedents of green brand equity: Delphi method and Analytic Hierarchy Process analysis

Research on green brand equity (GBE) for sustainable development is still in its infancy, especially in developing countries, while environmental issues are becoming increasingly urgent. Among the current limited studies on GBE, applied research methods are primarily quantitative. Hence, this study aims to fill the gap by employing the Delphi method and Analytic Hierarchy Process (AHP) analysis. The Delphi method is carried out over two rounds, aiming to define a set of criteria for the antecedents of GBE, and to provide further insights through the explanation of experts. Next, the AHP method was used to rank the relative importance of the GBE antecedents. The survey sample involves experts who have been trained in electronics or telecommunications-related fields, and have purchased environmentally-friendly electronic products. The results indicate five key factors with 18 items of the GBE model. The results of ranking the priority of those factors are as follows: brand perceived quality, green perceived value, green satisfaction, green trust, and green brand image. The findings could be valuable for both researchers and practitioners during GBE development, thus forming a basis for sustainable development in the current context.