The influence of green marketing on brand loyalty with the mediating role of customer perception and the moderating effect of green practices: A case study of bottled water brands in Thailand
學年 113
學期 2
發表日期 2025-06-14
作品名稱 The influence of green marketing on brand loyalty with the mediating role of customer perception and the moderating effect of green practices: A case study of bottled water brands in Thailand
作品名稱（其他語言）
著者 Thanapaisan, Thanatcha, Wu, Chien-Hsin, & Huang, Yu-Hsiang
作品所屬單位
出版者
會議名稱 The 2025 International Conference on Management Sciences and Decision Making
會議地點 New Taipei City
摘要 This quantitative study investigates the influence of green marketing strategies on brand loyalty in the Thai bottled water market. Specifically, it focuses on the Namthip, Sprinkle Water, Purra Water, Singha Water, and Crystal Water brands. By examining consumer perceptions of green marketing and their brand loyalty towards these brands, the study aims to provide empirical support for optimizing marketing strategies. The research employs a survey methodology to collect data from Thai consumers. The sample size is 336 respondents in total, distributed through social media platforms. The questionnaire includes measures of such as, green marketing, customer perceptions, brand loyalty, and demographic characteristics. Statistical analysis techniques, such as regression analysis, is applied to assess the correlations of investigated constructs. Green marketing initiatives through green advertisement, eco-friendly packaging, and carbon footprint labeling had positive impact to customer perception. Customer perception positively impact brand loyalty while also mediates the correlation between green marketing and brand loyalty. However, green practice’s impact between customer perception and brand loyalty is not significant. The findings of this study provide a better comprehend the effectiveness of green marketing in fostering brand loyalty in the Thai bottled water industry. Additionally, the results may provide valuable recommendations for businesses aiming to enhance their sustainability efforts and build stronger relationships with consumers.
關鍵字 green marketing, brand loyalty, customer perception, green practice, green advertisement, environmentally friendly labeling
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20250614~20250614
通訊作者
國別 TWN
公開徵稿
出版型式
出處
SDGS 永續城市與社區,負責任的消費與生產