The mediating roles of green brand image and attitude of green branding in the relationship between attachment of green branding and excessive product packaging in Thai sports manufacturing firms

Abstract

The purpose of the study is to narrow down the identified research gap by testing the impact of excessive packaging on green brand attachment empirically. Moreover, the study has analysed the role of green brand image and green brand attitude as mediators in the specified relation. It is expected that the damages caused to brand images by the excessive packaging are revealed by the research findings. This can support the enterprises in the development of strategy for green product packaging from the perspective of consumers. To achieve the objectives of the current study the data is collected from the consumer of sports industry. The SEM-PLS is used to analyses the data. The findings of the study suggest that the focus of consumers is more on the issues for protecting environment regarding green brands. This financial burden of the consumers is increased through excessive packaging along with a lot of waste. the study addressed the damage, which can be caused to the brand. It has been revealed through results that there is negative relation of excessive packaging of product with the green brand attitude of consumer and green brand image awareness. The green brand attachment is influenced positively by the green brand image and green brand attitude. The green brand attachment of consumer is influenced by the green brand image and green brand attitude through excessive packaging of product.

Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment

“…A recent study explored that green packaging design appears to be a powerful determinant of green trust, which increases green brand engagement [113]. Another study revealed that the green brand image and green brand behaviour have a favourable impact on green brand engagement [114]. The key contribution of the current study relates to the mediating role of green brand image on the green packaging and branding-green purchase intention relationship.…”

“…The key contribution of the current study relates to the mediating role of green brand image on the green packaging and branding-green purchase intention relationship. In other words, we can say that green brand image successfully allows firms to increase green purchases by employing green packaging and branding and should avoid excessive packaging of the product as excessive packaging of the product harms green brand image and the green brand attitude of consumers [114,115].…”

Improving Repurchase Intention on Green Marketing Strategy

“…Green brand image is a set of perceptions related to the environment, promises, and obligations (Li et al, 2019), where a customer's cognition of a business idea is created. This cognition ultimately strengthens the customer's connectedness to the brand (Chen et al, 2017;Kerdpitak & Mekkham, 2019). To generate positive image perceptions, brand interaction with customers is needed, where communication has an important interactive contribution.…”

Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand

“…Green companies may utilize consumer associations to connect their products with feelings in order to elicit a favorable reaction from target consumers once they use a particular brand. Excessive product packaging has been linked in the past to customer brand attitudes and awareness of green brands, which in turn have a favorable association with green brand attachment (Kerdpitak, 2019;Chen, 2017). Previous studies suggest that the primary factor for determining the image of a green brand might be the green brand packaging.…”