March 31, 2023
Seyed Mehdi Mirmehdi

Seyed Mehdi Mirmehdi

Academic rank: Assistant Professor
Education: Ph.D in marketing
Faculty: Literature and Human Sciences


Title Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude
Type Article
Green brand image, Green brand attitude, Green brand love, Green brand trust
Journal Journal of Islamic Marketing
Researchers Seyed Mehdi Mirmehdi


Purpose – Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers. Design/methodology/approach – In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses. Findings – The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love. Practical implications – Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran. Originality/value – This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.