Different environmental disasters have led to the development of environmental protection at different levels. As a result, so-called green marketing began to develop. The term green marketing can refer to a range of different company activities and does not necessarily refer to the promotion and advertisement of green products. Consumers have become more aware of the environmental operations of businesses and of green products. Thus, companies were forced to adopt environmental activities, as consumers expected them to do so on the one hand, and on the other, they were encouraged by various environmental policies. With the help of green product attributes, companies not only satisfy the consumer's wishes, but also increase the green brand equity. The aim of this work was to determine the impact of green brand image, green brand satisfaction and green brand trust on the green brand equity of the tourism brand. The literature review is followed by an empirical section, that first introduces Bioterme Mala Nedelja, which served as the analyzed brand. A quantitative data collection method was used for data collection. During the survey questionnaire analysis I found a positive link between green brand image, green brand satisfaction and the green brand equity of a tourism brand.
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