Published: 8 February 2023| Version 1 | DOI: 10.17632/hmwsrp22yk.1
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.
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.
Zimbabwe Ezekiel Guti University
Marketing Models in Food Marketing, Brand Equity