Özet:

This study aims to reveal the parallel multi-mediator effects of green brand image and brand equity in the relationship between green process innovation and competitive advantage. For this purpose, the green process innovation project of a brand in the category of cleaning products has been evaluated. The data for the research were obtained from volunteer participants through convenience sampling method and online questionnaire. The collected data were pre-tested with explanatory and confirmatory factor analysis, and then parallel multi-mediator analysis was performed by establishing structural equation modeling to test the research hypotheses with 534 participants. According to the findings, although green process innovation has a direct positive effect on green brand image, it does not have the same effect on green brand equity. In addition, no direct relationship was observed between green process innovation and competitive advantage. Thus, green brand image and green brand equity variables played a full mediator role in this relationship. When the parallel multi-mediation roles are examined, it has been determined that green brand equity (R2=0.731) with the green process innovation premise has a stronger positive effect on competitive advantage than green brand image (R2=0.637). Although studies on the greening of brands and its reflection on behavioral intentions have increased, a limited number of theorists have investigated how green innovations in production processes have an effect on businesses gaining competitive advantage. For this reason, the current study contributes to the literature and has some implications for practitioners.

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