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