What drives green brand equity? Insights from the Delphi method and analytic hierarchy process

Green brand equity (GBE) is an emerging topic that is attracting growing attention from both scholars and managers. However, most empirical research in this field has predominantly employed quantitative methods. This study aims to identify the factors and criteria driving GBE ranking the relative importance of these factors and criteria. The Delphi method and the Analytic Hierarchy Process (AHP) were combined to address research gaps. The participants included individuals with at least five years of experience in consuming green agricultural products in Vietnam. The research results indicate the relative importance of the factors for GBE from high to low as follows: Subjective norms, emotional perceived values, functional perceived values, green trust, corporate social responsibility, attitude toward green products, and perceived behaviour control. The study also provided 24 criteria related to these factors and demonstrated their weights concerning GBE. This could potentially be the first study examining the relationship of all components within the theory of planned behaviour with GBE while ranking their relative importance compared to CSR and perceived value.