Analysing brand equity in green product packaging
DOI:
https://doi.org/10.35290/re.v5n2.2024.1084Keywords:
green packaging, trust, green image, environmental awareness, SEM-PLS, green equityAbstract
The purpose of this research is to analyse the brand value attributed by consumers to the packaging of organic products. To achieve this objective, a study has been designed that involves the application of surveys that include descriptive questions and questions rated on a 7-point Likert scale. These surveys are key to obtain results on the relevance of green branding variables in the formation of the value that consumers associate with green products. In addition, a non-probabilistic convenience sampling approach has been used for data collection, specifically from participants from the Technical University of Machala. In analytical terms, Structural Equation Modelling techniques were applied, using a partial least squares approach. The results obtained indicate that, for consumers to attribute green value to a brand, it is essential that they trust the products. In a context where companies' claims of environmental responsibility often do not translate into fully eco-friendly products, consumers tend to look for evidence in both the projected green image and product features to support their purchasing decisions.
References
Abdul-Muhmin, A. G. (2002). Effects of suppliers’ marketing program variables on industrial buyers’ relationship satisfaction and commitment. Journal of Business and Industrial Marketing, 17(7), 637–651. https://doi.org/10.1108/08858620210451136
Amoako, G., Doe, J., & Dzogbenuku, R. (2020). Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing. Society and Business Review, 16(3), 398–419. https://doi.org/10.1108/SBR-05-2020-0076
Assaker, G., O’Connor, P., & El-Haddad, R. (2020). Examining an integrated model of green image, perceived quality, satisfaction, trust, and loyalty in upscale hotels. Journal of Hospitality Marketing and Management, 29(8), 934–955. https://doi.org/10.1080/19368623.2020.1751371
Bagozzi, R., & Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16(1), 74–94. https://doi.org/https://doi.org/10.1007/BF02723327
Bhardwaj, S., Sreen, N., Das, M., Chitnis, A., & Kumar, S. (2023). Product specific values and personal values together better explains green purchase. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103434
Blacio, R., & Bonisoli, L. (2023). Análisis de la influencia ambiental en el branding: aplicación en el contexto ecuatoriano. REVISTA ERUDITUS, 4(2), 9–26. https://doi.org/10.35290/re.v4n2.2023.824
Chen, Y. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y., Lin, S., Lin, C., Hung, S., Chang, C., & Huang, C. (2020). Improving green product development performance from green vision and organizational culture perspectives. Corporate Social Responsibility and Environmental Management, 27(1), 222–231. https://doi.org/10.1002/csr.1794
Dijkstra, T., & Henseler, J. (2015). Consistent Partial Least Squares Path Modeling. MIS Quarterly, 39(2), 297–316. https://doi.org/10.25300/MISQ/2015/39.2.02
Errajaa, K., Daucé, B., & Legohérel, P. (2020). Consumer reactions to olfactory congruence with brand image. Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101898
Farooq, Y., & Wicaksono, H. (2021). Advancing on the analysis of causes and consequences of green skepticism. Journal of Cleaner Production, 320. https://doi.org/10.1016/j.jclepro.2021.128927
Gavinolla, M., Kaushal, V., Livina, A., Swain, S., & Kumar, H. (2021). Sustainable consumption and production of wildlife tourism in Indian tiger reserves: a critical analysis. Worldwide Hospitality and Tourism Themes, 13(1), 95–108. https://doi.org/10.1108/WHATT-08-2020-0091
Ghaffar, A., Islam, T., Khan, H., Kincl, T., & Sharma, A. (2023). A sustainable Retailer’s journey to sustainable practices: Prioritizing the customer and the planet. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103388
Ghaffar, A., Zaheer Zaidi, S., & Islam, T. (2023). An investigation of sustainable consumption behavior: the influence of environmental concern and trust in sustainable producers on consumer xenocentrism. Management of Environmental Quality: An International Journal, 34(3), 771–793. https://doi.org/10.1108/MEQ-05-2022-0153
Gorlier, T., & Michel, G. (2020). How special rewards in loyalty programs enrich consumer–brand relationships: The role of self-expansion. Psychology and Marketing, 37(4), 588–603. https://doi.org/10.1002/mar.21328
Górska-Warsewicz, H., Dębski, M., Fabuš, M., & Kováč, M. (2021). Green brand equity—empirical experience from a systematic literature review. In Sustainability (Switzerland) (Vol. 13, Issue 20). MDPI. https://doi.org/10.3390/su132011130
Hair, J., Risher, J., Sarstedt, M., & Ringle, C. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Henseler, J., Ringle, C., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Huang, S., Fan, Z., & Wang, N. (2020). Green subsidy modes and pricing strategy in a capital-constrained supply chain. Transportation Research Part E: Logistics and Transportation Review, 136. https://doi.org/10.1016/j.tre.2020.101885
Hue, T., & Oanh, N. (2023). Antecedents of green brand equity: Delphi method and Analytic Hierarchy Process analysis. Journal of Cleaner Production, 403. https://doi.org/10.1016/j.jclepro.2023.136895
Kim, Y., Hur, W., & Lee, L. (2023). Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation. Journal of Retailing and Consumer Services, 75, 103436. https://doi.org/10.1016/j.jretconser.2023.103436
Konuk, F. A. (2021). The moderating impact of taste award on the interplay between perceived taste, perceived quality and brand trust. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102698
Kushary, D. (2000). Bootstrap Methods and Their Application. Technometrics, 42(2), 216–217. https://doi.org/10.1080/00401706.2000.10486018
Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28(33), 46020–46034. https://doi.org/10.1007/s11356-021-13946-y
Li, L., Long, X., Laubayeva, A., Cai, X., & Zhu, B. (2020). Behavioral intention of environmentally friendly agricultural food: the role of policy, perceived value, subjective norm. Environmental Science and Pollution Research, 27(15), 18949–18961. https://doi.org/10.1007/s11356-020-08261-x
Mahmoud, M., Tsetse, E., Tulasi, E., & Muddey, D. (2022). Green Packaging, Environmental Awareness, Willingness to Pay and Consumers’ Purchase Decisions. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142316091
Maziriri, E. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business and Management, 7(1). https://doi.org/10.1080/23311975.2020.1719586
Naqvi, M., Jiang, Y., & Naqvi, M. (2020). Generating customer engagement in electronic-brand communities: a stimulus–organism–response perspective. Asia Pacific Journal of Marketing and Logistics, 33(7), 1535–1555. https://doi.org/10.1108/APJML-01-2020-0053
Nilashi, M., Abumalloh, R., Samad, S., Alrizq, M., Alyami, S., & Alghamdi, A. (2023). Analysis of customers’ satisfaction with baby products: The moderating role of brand image. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103334
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67. https://doi.org/10.1016/j.jretconser.2022.102988
Shang, D., Wu, W., & Schroeder, D. (2023). Exploring determinants of the green smart technology product adoption from a sustainability adapted value-belief-norm perspective. Journal of Retailing and Consumer Services, 70. https://doi.org/10.1016/j.jretconser.2022.103169
Soni, R., Gupta, R., Agarwal, P., & Mishra, R. (2022). Organic Farming: A Sustainable Agricultural Practice. Journal of Thematic Analysis, 3(1), 21–44. http://apeda.gov.in/apedawebsite/
Suhan, M., Nayak, S., Nayak, R., Spulbar, C., Bai, G., Birau, R., Anghel, L., & Stanciu, C. (2022). Exploring the sustainable effect of mediational role of brand commitment and brand trust on brand loyalty: an empirical study. Economic Research-Ekonomska Istrazivanja , 35(1), 6422–6444. https://doi.org/10.1080/1331677X.2022.2048202
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57. https://doi.org/10.1016/j.jretconser.2020.102247
Tsai, P., Lin, G., Zheng, Y., Chen, Y., Chen, P., & Su, Z. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56. https://doi.org/10.1016/j.jretconser.2020.102162
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403–422. https://doi.org/10.1108/10610420110410531
van Oosterhout, L., Dijkstra, H., Borst, D., Duijndam, S., Rehdanz, K., & van Beukering, P. (2023). Triggering sustainable plastics consumption behavior: Identifying consumer profiles across Europe and designing strategies to engage them. Sustainable Production and Consumption, 36, 148–160. https://doi.org/10.1016/j.spc.2022.12.023
Van Tonder, E., Fullerton, S., De Beer, L., & Saunders, S. (2023). Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes. Journal of Retailing and Consumer Services, 71. https://doi.org/10.1016/j.jretconser.2022.103190
Visentin, M., & Tuan, A. (2021). Book belly band as a visual cue: Assessing its impact on consumers’ in-store responses. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102359
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2022). Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love. Journal of Product & Brand Management, 31(2), 189–205. https://doi.org/10.1108/JPBM-06-2020-2937
Witek, L., & Kuźniar, W. (2021). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability (Switzerland), 13(1), 1–18. https://doi.org/10.3390/su13010209
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Gabriela del Cisne Viteri Proaño, Lorenzo Bonisoli
This work is licensed under a Creative Commons Attribution 4.0 International License.
Los autores que participen de los procesos de evaluación y publicación de sus ediciones conservan los derechos de autor y ceden a la revista el derecho a la primera publicación, tal como establecen las condiciones de reconocimiento en la licencia Creative Commons Reconocimiento 4.0 Internacional (CC BY), donde los autores autorizan el libre acceso a sus obras, permitiendo que los lectores copien, distribuyan y transmitan por diversos medios, garantizando una amplia difusión del conocimiento científico publicado.
- Toda derivación, a partir de esta obra, deberá citar la fuente y a la primera publicación en esta revista. Se permiten derechos comerciales no lucrativos sobre sus contenidos.
- Los autores pueden realizar otros acuerdos contractuales independientes y adicionales para la distribución no exclusiva de la versión del artículo publicado en esta revista, es decir, podrán incluirlo en un repositorio institucional o publicarlo en un libro, siempre que indiquen claramente que el trabajo se publicó por primera vez en esta revista.
- Se permite y recomienda a los autores compartir su trabajo en línea, con la finalidad de intercambios productivos para una mayor y más rápida citación del trabajo como lo establece los efectos del movimiento ‘Acceso Abierto’.
- No puede aplicar términos legales o medidas tecnológicas que restrinjan legalmente a otros de hacer cualquier cosa que permita la licencia: https://creativecommons.org/licenses/by/4.0/deed.es
- La Revista Eruditus es financiada completamente de los aportes realizados por nuestra entidad editora: Universidad Tecnológica Israel; por tal motivo, no establece cargos o cobros de ninguna índole a sus autores y colaboradores, así como tampoco genera pagos o remuneraciones de ningún tipo a ellos.
- Se asignará un Digital Object Identifier (DOI) a cada publicación.