Research on the Relationship Between Self-improvement Values and Green Brand Identity
In order to clarify the relationship between self-improvement values and green brand identity, we take the consumers’ self-improvement values as the antecedent variable, consider the self-monitoring as the moderating variable, regard consumers’ environmental self-accountability as the intermediary v...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2021-01-01
|
| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/37/e3sconf_icemee2021_04016.pdf |
| _version_ | 1819097136750395392 |
|---|---|
| author | Liang Xuedong Yang Yong Gong Qunxi Li Sipan Guo Gengxuan |
| author_facet | Liang Xuedong Yang Yong Gong Qunxi Li Sipan Guo Gengxuan |
| author_sort | Liang Xuedong |
| collection | DOAJ |
| description | In order to clarify the relationship between self-improvement values and green brand identity, we take the consumers’ self-improvement values as the antecedent variable, consider the self-monitoring as the moderating variable, regard consumers’ environmental self-accountability as the intermediary variable, and conduct an empirical analysis of the impact of consumers’ self-improvement values on green brand identity. The research found that:1) Self-improvement values positively affect consumers’ recognition of green brands;2) Self-improvement values positively affect consumers’ environmental self-accountability;3) Environmental self-accountability positively mediates the relationship between self-improvement values and green brand identity;4) Self-monitoring positively regulates the impact of consumer values on consumers’ environmental self-accountability and the mediating role of environmental self-accountability. |
| first_indexed | 2024-12-22T00:10:18Z |
| format | Article |
| id | doaj.art-ba10341a3d3a41c8853a88c31bd25dfb |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-12-22T00:10:18Z |
| publishDate | 2021-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-ba10341a3d3a41c8853a88c31bd25dfb2022-12-21T18:45:27ZengEDP SciencesE3S Web of Conferences2267-12422021-01-012610401610.1051/e3sconf/202126104016e3sconf_icemee2021_04016Research on the Relationship Between Self-improvement Values and Green Brand IdentityLiang Xuedong0Yang Yong1Gong QunxiLi Sipan2Guo Gengxuan3Business School, Sichuan UniversityBusiness School, Sichuan UniversityBusiness School, Sichuan UniversityBusiness School, Sichuan UniversityIn order to clarify the relationship between self-improvement values and green brand identity, we take the consumers’ self-improvement values as the antecedent variable, consider the self-monitoring as the moderating variable, regard consumers’ environmental self-accountability as the intermediary variable, and conduct an empirical analysis of the impact of consumers’ self-improvement values on green brand identity. The research found that:1) Self-improvement values positively affect consumers’ recognition of green brands;2) Self-improvement values positively affect consumers’ environmental self-accountability;3) Environmental self-accountability positively mediates the relationship between self-improvement values and green brand identity;4) Self-monitoring positively regulates the impact of consumer values on consumers’ environmental self-accountability and the mediating role of environmental self-accountability.https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/37/e3sconf_icemee2021_04016.pdf |
| spellingShingle | Liang Xuedong Yang Yong Gong Qunxi Li Sipan Guo Gengxuan Research on the Relationship Between Self-improvement Values and Green Brand Identity E3S Web of Conferences |
| title | Research on the Relationship Between Self-improvement Values and Green Brand Identity |
| title_full | Research on the Relationship Between Self-improvement Values and Green Brand Identity |
| title_fullStr | Research on the Relationship Between Self-improvement Values and Green Brand Identity |
| title_full_unstemmed | Research on the Relationship Between Self-improvement Values and Green Brand Identity |
| title_short | Research on the Relationship Between Self-improvement Values and Green Brand Identity |
| title_sort | research on the relationship between self improvement values and green brand identity |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/37/e3sconf_icemee2021_04016.pdf |
| work_keys_str_mv | AT liangxuedong researchontherelationshipbetweenselfimprovementvaluesandgreenbrandidentity AT yangyong researchontherelationshipbetweenselfimprovementvaluesandgreenbrandidentity AT gongqunxi researchontherelationshipbetweenselfimprovementvaluesandgreenbrandidentity AT lisipan researchontherelationshipbetweenselfimprovementvaluesandgreenbrandidentity AT guogengxuan researchontherelationshipbetweenselfimprovementvaluesandgreenbrandidentity |