GBEDatset2022

Published: 8 February 2023| Version 1 | DOI: 10.17632/hmwsrp22yk.1
Contributor:
Phillip Dangaiso

Description

This survey data was collected in the Zimbabwean upmarkets in Harare in December 2022. The survey examined the antecedents of green brand equity, specifically for organic food brands. The data was examined using SEM to evaluate research hypotheses and assess structural relationships.

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Steps to reproduce

Data was collected using a measurement scale developed from extant green brand equity literature. Person administered questionnaires were used to obtain responses from organic food consumers. Participants were asked to participate voluntarily and no incentives were provided. Data was primarily analysed using SEM in IBM SPSS Amos.

Institutions

Zimbabwe Ezekiel Guti University

Categories

Marketing Models in Food Marketing, Brand Equity

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