The Effects of Green Packaging on Brand Image (Applied on Starbucks)

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Date

2022

Journal Title

Journal ISSN

Volume Title

Type

Other

Publisher

MSA

Series Info

Marketing Graduation Project 2020- 2022;

Doi

Scientific Journal Rankings

Abstract

Purpose: the purpose of this research to investigate the effects the green packaging of brand image (applied on Starbucks) Methodology: To successfully finish this research, the researchers used a combination of primary and secondary data by conducting in-depth interviews with a convenient sample and reviewing the results of questionnaires distributed among 130 participants using SPSS and smart PLS to measure analyze the variables and test hypotheses. Findings: The researchers found that there is moderate relationship between green packaging and attaining a competitive advantage; there is positive relationship between green packaging and brand image; and finally, there is a significant relationship between green packaging consumer attachment. Implications: The brand should sponsor more campaigns which aim to increase awareness regarding the importance of using green packaging instead of traditional packaging, for example: it is recommended for the brands to use wooden straws beside paper straws as using green packaging will lead to brand equity, attainment of competitive advantage and consumer attachment.

Description

Keywords

university of modern sciences and arts, MSA university, October university for modern sciences and arts, جامعة أكتوبر للعلوم الحديثة و الأداب, green packaging, brand image, consumer attachment, brand characteristics

Citation

Faculty Of Management Graduation Project 2020 - 2022