Detail Green branding and consumer behavior, unveiling the impact of environmental marketing strategies on purchase decisions Bibliografi Author: Baca, Granit ; Reshidi, Nail Topik: Attitudes; Consumer behavior; Green branding; Green packing; Green purchase decisions Bahasa: (EN )     Penerbit: John Wiley & Sons     Tempat Terbit: New York    Tahun Terbit: 2025     Jenis: Article - diterbitkan di jurnal ilmiah internasional Fulltext: Green Branding and Consumer Behavior.pdf (942.83KB; 0 download) Abstract The study explores the relationships between green branding practices (GBP) and consumer behavior, aiming to extend knowledge on the interaction between green branding and purchase decisions. The research involved 521 students from the University of Prishtina using stratified random sampling. Data analysis employed SmartPLS to examine the relationships within the model. The study found significant relationships between green positioning and consumer attitudes, green packaging's influence on purchasing behavior, and the impact of brand commitment on green purchase decisions. In contrast, the hypothesis linking brand attachment, green brand trust, and green brand equity to green purchase decisions was rejected. The findings suggest that green branding can be a competitive advantage by aligning with growing consumer preferences for environmentally responsible products. This study highlights the importance of sustainable brand strategies and advocates for authentic environmental initiatives in marketing communications. Kajian editorial Article from : Business Strategy and the Environment, Volume 34, Issue 3, March 2025, Pages 3701-3713 Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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