层次分析法
德尔菲法
品牌资产
德尔菲
排名(信息检索)
营销
可持续发展
质量(理念)
业务
背景(考古学)
样品(材料)
知识管理
计算机科学
工程类
运筹学
地理
哲学
化学
考古
认识论
色谱法
人工智能
机器学习
法学
政治学
操作系统
作者
Truong Thi Hue,Nguyen Kieu Oanh
标识
DOI:10.1016/j.jclepro.2023.136895
摘要
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.
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