Batumi Summer Conference
10th International Multidisciplinary Conference on Economics, Business, Technology and Social Sciences
Conference dates: 11-12 June (Saturday-Sunday), 2022.
Conference place: Batumi, Georgia
The conference’s themes are current challenges and prospects of Economics, Business, Technology, Social Sciences and Multidisciplinary studies. The aim of the conference is to bring researchers together to share ideas for further collaboration.
Economics and Business
Macroeconomics and Microeconomics
Banking and Finance
Management and Marketing
Islamic Banking and Finance
Technology and Engineering
Sustainable Buildings and Smart Cities
Water Resource Management
Renewable Energy and Energy Saving
Education and Social Sciences
Teaching and Learning
Social Protection and Health Issues
Antecedents of brand equity in sustainable craft products
In an environment like the current one, business management has to evolve from a linear economy model towards a more sustainable model. The craft sector, traditionally with a low environmental impact, is also immersed in an evolutionary process towards a more sustainable model. As in any other sector, consumer adoption is a key factor that can accelerate this change. In this sense, the BE of a brand is a key distinctive that gives it competitive advantages and the ability to influence consumer purchasing behaviour.
This paper analyzes the effect of social value and perceived environmental benefits on the formation of the Consumer-Based Brand Equity (CBBE) of sustainable craft products. The data was collected through an online survey. They were analyzed through a structural equation model (SEM). The results showed that both the perceived social value and the environmental benefits contribute positively to the formation of the BE of the brands associated with sustainable crafts, the effect of the perceived social value being slightly greater. Suggestions are provided to improve the BE of sustainable craft products; and therefore, contribute to the promotion and competitiveness of sustainable crafts.
Mª Belén Prados Peñas
Francisco Jesús Gálvez Sánchez
Ana García López
Valentín Molina Moreno
European Institute for Research & Development