Green Branding and Consumer Behavior, Unveiling the Impact of Environmental Marketing Strategies on Purchase Decisions

IF 12.5 1区管理学 Q1 BUSINESS

Business Strategy and The Environment Pub Date : 2025-02-01 DOI:10.1002/bse.4172

Granit Baca, Nail Reshidi

引用次数: 0

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.

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来源期刊

Business Strategy and The Environment Multiple-

CiteScore

22.50

自引率

19.40%

发文量

336

期刊介绍： Business Strategy and the Environment (BSE) is a leading academic journal focused on business strategies for improving the natural environment. It publishes peer-reviewed research on various topics such as systems and standards, environmental performance, disclosure, eco-innovation, corporate environmental management tools, organizations and management, supply chains, circular economy, governance, green finance, industry sectors, and responses to climate change and other contemporary environmental issues. The journal aims to provide original contributions that enhance the understanding of sustainability in business. Its target audience includes academics, practitioners, business managers, and consultants. However, BSE does not accept papers on corporate social responsibility (CSR), as this topic is covered by its sibling journal Corporate Social Responsibility and Environmental Management. The journal is indexed in several databases and collections such as ABI/INFORM Collection, Agricultural & Environmental Science Database, BIOBASE, Emerald Management Reviews, GeoArchive, Environment Index, GEOBASE, INSPEC, Technology Collection, and Web of Science.