The Role of Green Brand Equity in Enhancing Sustainable Tourism Practices: A Systematic Literature Review

This study aims to conduct a systematic literature review (SLR) to identify and assess the elements influencing green brand equity (GBE). Three research questions were developed, and five databases (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) were combed for articles covering the terms “green brand equity” or “green and brand equity”. The review comprised only English peer-reviewed journal articles published between 2006 and 2021. Other research categories, such as briefs, conference proceedings, workshops, chapters, reviews, and magazines, were excluded from the study. A total of twenty-eight articles were examined for the SLR using universal data and exploratory details. Most explored factors affecting GBE were brand image trust, esteem, consumer loyalty, and brand loyalty. On the other hand, quality, brand recognition, product characteristics, targeted marketing campaigns, and actual purchases were less examined factors. The acquired results are significant as they illustrate the factors that should be considered while developing GBE across various product and service categories.