Detail Mediation analysis of brand image in predicting the influence of green marketing strategies on consumer purchase intentions for Quick Service Restaurants (QSR) Bibliografi Author: Jaggi, Shamily ; Kumar, Arvind ; Verma, Sukriti Topik: Green marketing; Eco-packaging; Eco-advertisement; brand image; Intention to purchase; Millennial generation; Quick service restaurants; Eco-labeling Bahasa: (EN )     Penerbit: Emerald Publishing Limited     Tempat Terbit: United Kingdom    Tahun Terbit: 2025     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: Mediation analysis of brand image in predicting.pdf (1.81MB; 1 download) Abstract Purpose This study attempts to analyze how the green marketing strategies in quick service restaurants (QSRs) affect the purchase intentions of millennial consumers. Design/methodology/approach A structured inquiry form was disseminated to a sample of 1,500 respondents via the web platform Google Forms. The form was comprised of constructs of brand image, consumer purchase intention, eco-labeling, eco-packaging, eco-advertising and demographic profile, and respondent details regarding their QSR visit. The statistical technique SEM (Structural Equation Modeling) was employed through the SMARTPLS 4 software for data analysis. Findings The findings drawn from the study show that the brand image fully mediates the association eco-labeling has with buying intention, but partially mediates the interrelations of eco-packaging and buying intention; eco-advertisements and buying intention. Originality/value This study brings forth meaningful insights to the QSR on how they can better plan their green marketing strategies. Kajian editorial Article from : Journal of Advances in Management Research Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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