Bottled Water Purchase Decisions: A Study of Brand Image as a Green Marketing Medium in Purchase Decisions

Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
This study aims to examine the direct influence of green marketing on the purchase choices of packaged drinking water (AMDK). Furthermore, the study seeks to analyze the immediate effect of green marketing on the brand image of bottled water goods as well as the direct correlation between brand image and consumers' purchase choices of bottled water products. The study seeks to examine the indirect impact of green marketing on brand image-mediated purchase choices for bottled drinking water products. The influence of green marketing on the consumer's choice to purchase bottled drinking water (AMDK) is both direct and indirect, with the brand image serving as a mediating factor. The present study employs a quantitative/positivistic research approach, which is grounded in the belief that symptoms can be categorized and that their relationships can be understood in terms of cause and effect. Consequently, researchers may effectively investigate the phenomenon by concentrating on a limited number of factors. The research shows green marketing has a positive and significant effect on brand image, green marketing has a positive and significant effect on buyer satisfaction, and brand image has a positive and significant effect on buyer satisfaction. The perception of a firm plays a crucial role in influencing purchasing decisions through green marketing. When a company uses good green marketing, it will not only affect people's decisions to buy, but it will also affect how people think of the brand, which will have an indirect effect on people's decisions to buy. This study investigates how green marketing theory and brand image affect customers' bottled drinking water (AMDK) purchases, which is important for theoretical understanding. This guideline helps AMDK producers embrace green marketing methods to maintain their product brand image. The value of the study lies in the research object, namely bottled drinking water products, especially those that have implemented environmentally friendly products and green marketing as their marketing strategy. Brand image is placed as a mediating variable, which is also a novelty of research, especially for environmentally friendly product brands.
Language:
English
Published:
International Journal of Supply and Operations Management, Volume:11 Issue: 1, Winter 2024
Pages:
83 to 99
magiran.com/p2672009  
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 1,390,000ريال می‌توانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!