• Lanny Devista Faculty Economics and Business, Trisakti University, Jakarta, Indonesia
  • Ayu Ekasari Faculty Economics and Business, Trisakti University, Jakarta, Indonesia


This study aims to determine the impact of the consequences of Green Brand Equity of green products. Structural Equation Modeling (SEM) is used as a method in this study with several variables such as Green Brand Equity, Green Brand Attachment, Green Self-Brand Connection, Green Brand Attitude, and Green Word of Mouth. This study also examines the mediating role of three main components, namely Green Brand Attachment, Green Self-Brand Attitude, and Green Self-Brand Connection. The number of respondents used were 209 people, with the criteria of respondents who had used "Love Beauty and Planet" and "The Body Shop", two green skin care/cosmetic brands in the last two years. Results of this study show significant impact of Green Brand Equity on Green Brand Attitude, Green Brand Attachment and Green Self-Brand Connection. Results also indicate the mediating role of Green Brand Attitude, Green Brand Attachment and Green Self-Brand Connection in predicting the influence of Green Brand Equity on Green Word-of-Mouth. However, there is no direct impact of Green Brand Equity on Green Word-of-Mouth. The findings of this study provide insights for managers to strengthen green brand equity that finally would boost consumers’ intention to spread positive word-of-mouth about green skin care/cosmetics.


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How to Cite

Devista, L. ., & Ekasari, A. . (2022). CONSEQUENCES OF GREEN BRAND EQUITY. International Conference of Business and Social Sciences, 2(1), 634–649. Retrieved from