Özet:

Purpose- This study targets to fill an important gap in the green marketing literature by integrating two inter-related concepts, Green Brand Equity and Customer Based Brand Tolerance (CBBT). Methodology- The participants of the study were female consumers aged between 18-35, users of personal care and cosmetic products and residents of Istanbul city. The product category selected for the purpose of this study was personal care and cosmetics. The research model and the respective hypothesis proposed to identify the determinants of Green Brand Equity and its effect on CBBT were tested by utilizing the Structural Equation Modeling (SEM). Findings- The results of the study confirm that green brand satisfaction and green brand trust are the two determinants of Green Brand Equity. In turn, the results also indicate that a strong Green Brand Equity generates a positive effect on Customer Based Brand Tolerance by increasing consumers’ Performance Tolerance, Price Tolerance as well as Communication Tolerance levels towards the brand. Conclusion- Overall, the study reports a positive impact of Green Brand Equity on Customer Based Brand Tolerance (CBBT). Academic as well as managerial implications are provided based on these findings

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