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

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.