Background: Subjective-well being is an increasingly important concept within consumer research. Previous studies have thus far shown the capability of brand image and other types of image to influence separate components of subjective well-being, mainly life satisfaction, positive and negative affect. This phenomenon is relevant not least in terms of green branding, as environmentally sustainable behaviour has been shown to also influence certain components of subjective well-being. The study focuses on resolving a theoretical gap in which subjective well-being as a phenomenon with all three of its components has not yet been studied, while recognising the importance of subjective well-being for consumers.  Purpose: The purpose of this research is to explore how consumers' subjective well-being can be influenced by a green brand image Method: In order to explore the field properly a qualitative nature was adopted. The qualitative material was thereafter gained through 16 semi structured interviews. To capture the essence of the empirical material the paper implemented a coding method inspired by grounded theory. The resulting categories and concepts were used in the analysis of the empirical material.   Findings: The main findings brought forth by this study showcase that green brand image is able to positively influence subjective well-being, through its positive impact on life satisfaction and its components, as well as through eliciting positive affect while minimising negative affect within the context of engaging with brands that present a green image. These findings have both theoretical and practical implications further discussed.  Conclusion: In concluding remarks this paper discovered that a green brand image could influence consumer Subjective well-being due to altruism and self-image.

The close relationship between sports and the natural environment has been endangered by climate crisis and global warming (Breitbarth et al., 2023; Cunningham et al., 2020; McCullough, 2023; Orr & Inoue, 2019). For this reason, the development of golf courses has been accused of serious impacts on environmental destruction which causes climate change, despite the popularity of golf (Fouillouze et al, 2023). Golf courses have become quite far from the green image. Hence, golf courses began to voluntarily obtain environmental certification (e.g., Audubon Cooperative Sanctuary Program, GEO certified) to protect nature and keep ecosystems sustainable (Gomis et al., 2018; Lee et al., 2022; Minoli et al., 2015; Scott et al., 2018). However, the existing literature cannot determine whether the golf courses' environmental efforts play an important role in laying the groundwork for the development of relationships with customers, and even it is unclear whether they can benefit from the relationship marketing. Thus, the purpose of this study was to create and assess a holistic model that explains the formation of customers' brand advocacy on environmentally friendly golf courses. Building on various bodies of literature, such as green brand image, feelings of gratitude, relationship quality, and brand advocacy, proposed a theoretical model that explains the formation of customers' brand advocacy intentions. Empirical data were collected from 575 golfers who had visited environmentally friendly golf courses and analyzed using a structural equation modeling (SEM). The results showed that perceived brand image influences feelings of gratitude, which in turn positively influences brand advocacy intentions through relationship quality. The feelings of gratitude did not directly affect brand advocacy intentions, while they indirectly influenced brand advocacy intentions through the quality of relationships including trust and commitment. The findings of the study suggested that under the influence of green marketing, relationship quality plays a pivotal role in influencing brand advocacy intentions, providing a holistic model of relationship development. Therefore, sustainable branding is a relationship strategy that can inspire customers.

Background: In today ́s world, experiences play an important role for the customers to build loyalty and long-lasting relationships. Brakus et al. (2009) developed one of the most cited scales for measuring brand experience. Especially the clothing industry has a higher interest to create an overall experience since they are operating in different markets. Moreover, sustainability became a huge trend pushing companies to implement sustainable practices. This trend can also be recognized in the clothing industry which makes up 8.1 % of the whole greenhouse gas emissions globally and customers are more and more aware of this. Companies need to change their overall approach to how they produce and how they communicate, to avoid being labelled as a greenwashing company. In the outdoor-clothing industry, Patagonia is one of the most successful brands – heavily focusing on sustainability. Their brand experience could be one factor for their success, which makes this brand an interesting case to further study this concept. Yet there is limited research on this topic in the literature, no study applied the BXS to one specific company nor into the context of sustainability in the clothing industry.  Purpose: The purpose of the study is to investigate and analyse the brand experience of the outdoor-clothing brand Patagonia with the aim of identifying the effects of sustainability efforts on the brand experience. Method: To investigate the research question appropriately a qualitative research has been conducted by interviewing 13 customers of Patagonia. To structure the study adequately, we relied on the brand experience scale of Brakus et al. (2009) referring to a deductive approach. Nevertheless, inductive elements influenced our sampling process and the data analysis to develop the new model green brand experience by considering the sustainability efforts of Patagonia.  Conclusion: The findings revealed that the brand experience scale by Brakus et al. (2009) is applicable, and all dimensions are influenced by the brand experience. Furthermore, two additional dimensions were identified: green brand trust and green brand image. In the end, a new model named green brand experience is presented. It consists of 6 dimensions which are described through items that show the strongest influence in each dimension. As a conclusion, recommendations for strategies and tools for sustainable companies are given to create a green brand experience. Aside from honest and clear communication, the mission to act sustainable should be in the focus of the experience ahead of promoting their own products.

Los eco-productos están ganando una gran popularidad en el mundo debido a la preocupación, por la degradación ambiental, por parte de las personas. Asimismo, esto ha derivado en un aumento en la compra de productos verdes por lo que, aparece una nueva tendencia llamada “green marketing”. Esto ha generado un rápido incremento en el número de empresas dedicadas a producir este tipo de productos con el fin de poder generar una mayor confianza y satisfacción en los consumidores al momento de adquirir algún producto verde. Por otro lado, la preocupación hacia el medio ambiente ha generado que los consumidores sean aún mucho más exigentes. Por otro lado, el green marketing mejora la imagen de la marca ante los ojos de los consumidores, la imagen de marca verde aumenta la intención de compra en los clientes. Los hallazgos del presente estudio pueden contribuir a la literatura para entender cómo se comporta el mercado peruano ya que, existe un incremento de la oferta de productos ecológicos y tiene un gran potencial para liderar esta tendencia. Además, considerando que se toca en muchos estudios, pero se profundiza poco, se busca comprender la confianza y los efectos en la intención de compra en contextos emergentes. / Eco friendly product are gaining a great popularity in the world. This is happening because of the public concern about the degradation of the environment caused by humans. This situation has increased the demand of green products creating a new wave called “green marketing”. Generating a quick increment in the number of companies dedicated to producing this kind of products, with the objective of generating a greater trust and satisfaction in the consumers when they purchase any green product. On the other hand, the concern about eh environment has generated a consumer who is more demanding with what they are consuming. On the other side, green marketing improves the brand image before the eyes of the consumers, the green brand image increases the purchasing intention of clients. The founding’s of the present study can contribute to the literature to understand how the Peruvian market works considering an increment on the offer of ecological products and a great potential to lead this tendency. Furthermore, considering that there are many studies that already investigate this situation but do not inquire much, the hope is to comprehend the green trust and its effect on the purchase intention in an emergent context. / Trabajo de investigación