The Study On The Influence Of Green Brand Experience To Brand Equity

The rise of green doctrine has made a great change in consumer's consumption behavior and consumption concept,and then the concept of green brand has been derived.The development concept of green brand is not only in line with the concept of "green development" which is put forward in the 18 th CPC National Congress,but also closely related to people's wearing,eating,living,traveling and so on.However,in real life,people's understanding of green brand is not comprehensive,coupled with fake green brand,fake green certification,under the guise of "green" name,which phenomenon are causing consumers to question green brand.For the enterprise,how to build green brand trust to improve the green brand equity is crucial.Accordingly,this paper holds that green brand experience and green cognition of consumers have an inevitable connection to the establishment of green brand trust.Therefore,we take green brand experience as the breakthrough point to explore how brand experience affects consumers' green brand trust,and then enhance green brand equity.Scholars have little research on green cognition of consumers,and lack of research on the relationship between green brand experience,green brand trust and green brand equity.Therefore,it is of great theoretical and practical significance to study the relationship between them in depth from the perspective of cognition and trust.On the basis of reading the literatures at home and abroad,this paper puts forward the problems of this research from the perspectives of cognition and trust—— the influence of green brand experience on brand equity.Around the main content of the study,the literature about brand experience,green brand trust,green cognition of consumers and green brand equity are summarized,and then put forward the theoretical model and the research hypothesis,brand experience as independent variable,green brand equity as the dependent variable,the green brand trust as a mediator between brand experience and green brand equity,green cognition is the moderating variable of brand experience and green brand trust in the theoretical model.The data of 217 valid samples were processed and analyzed using the statistical analysis software SPSS20.0.The analysis process mainly uses descriptive statistics analysis,reliability and validity analysis,factor analysis,correlation analysis,regression analysis to test the hypothesis of this study.The conclusions of this study are:(1)the brand experience has a significant positive impact on green brand equity,and the four dimensions of brand experience have a significant positive impact on green brand equity.(2)Brand experience has a significant positive impact on green brand trust,and the four dimensions of brand experience have a significant positive impact on green brand trust.At the same time,the results show that the understanding of the green brand has a significant influence on the trust of green brand.The higher the degree of understanding of green brand,the easier it is to trust the green brand.(3)Green brand trust has a significant positive impact on green brand equity,and plays an intermediary role between brand experience and green brand equity.(4)Green cognition of consumers has a significant influence on green brand equity,and Green knowledge has a regulatory role between behavior experience and green brand trust.Finally,the status of green consumption awareness in China is late,green cognition is not unsound,experience is not in place,lack of trust of green brand and the conclusion of this study,this paper put forward relevant measures and suggestions for brand management of the enterprise,and explains the limitations of the study and future research directions.