Presenting emotional branding model in consumer purchase decision with green packaging approach

Subject Areas : marketing

Sajjad Fatehi ¹ , Sina Nematizadeh ² , سید عباس حیدری ³

1 - Department of Management, islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Management, Tehran Markazi Branch, Islamic Azad University, Tehran, Iran
3 -

Received: 2024-05-18 Accepted : 2024-06-22 Published : 2025-01-03

Keywords: Emotional branding, Purchase decision, Consumer, Green packaging,

Abstract :

Emotional branding plays an important role in attracting consumers, and by using green product ideas in design and packaging, companies can increase the distinctive advantage of their brand and strengthen the emotional connection with the audience. Therefore, we attempted to resolve the aforementioned gap by adopting qualitative and exploratory methods. This research aimed to present an emotional branding model in the consumer's purchase decision with an approach on green packaging. Therefore, the research questions are based on emotional branding, green packaging, and factors affecting the consumer's purchase decision. The data collection was based on the foundational data approach and the research sample size was 14 people and interviews with experts in the field of marketing and experts in the field of packaging in Iran's food industry. The research data was coded in Atlas TI software. The results showed that emotional branding in the consumer's purchase decision was the core and main category of research and consumer knowledge, social norms, social responsibility, strengthening emotional connection can be done in the form of causal factors; consumer's personal beliefs and consumer's personal beliefs can be defined as background factors; environmental laws and product pricing with green packaging can be seen in the form of intervening factors; green advertising, marketing communications, packaging visual criteria, brand shape packaging can be used in the form of strategic factors; and finally, the visual identity of the brand packaging and consistency in the brand message in the form of effective consequences of the core category can be considered.

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