Ayman, KarimaHisham, MostafaGamal, SomayaAmr, Youssef2022-08-112022-08-112022Faculty Of Management Graduation Project 2020 - 2022http://repository.msa.edu.eg/xmlui/handle/123456789/5136Purpose: 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.enuniversity of modern sciences and artsMSA universityOctober university for modern sciences and artsجامعة أكتوبر للعلوم الحديثة و الأدابgreen packaging, brand image, consumer attachment, brand characteristicsOther