Validation of the emotional branding model in consumer purchasing decisions with a focus on green packaging
Subject Areas :sajad Fatehi 1 , Sina Nematizadeh 2 , seyed abbas Heydari 3
1 - Department of Business Administration , Central Tehran Branch, Islamic Azad Universit, Tehran, Iran.
2 - 2- Department of Business Administration, Central Tehran Branch, Islamic Azad Universit, Tehran, Iran.
3 - Department of Business Administration , Central Tehran Branch, Islamic Azad Universit, Tehran, Iran.
Keywords: emotional branding, purchasing decisions, consumer, green packaging,
Abstract :
This study aims to validate an emotional branding model in the context of consumer purchasing decisions, with a focus on green packaging. The growing consumer awareness of environmental issues has led to increased demand for sustainable products, making green packaging a critical factor in purchase decision-making. The research employs a quantitative approach, surveying a sample of consumers to investigate the relationships between emotional brand building, brand trust, brand image, perceived green packaging quality, and purchasing decisions. Structural equation modeling is used to analyze the data and test the hypothesized model. The findings suggest that emotional brand building has a significant positive impact on brand trust and brand image, which in turn influence consumers' perceptions of green packaging quality. Ultimately, these factors contribute to shaping consumer purchasing decisions toward eco-friendly products. The study highlights the importance of emotional branding strategies for brands seeking to differentiate themselves and appeal to environmentally conscious consumers. By creating emotional associations and positive experiences through green packaging, brands can foster stronger consumer-brand relationships and encourage the selection of sustainable options. Moreover, the research underscores the mediating roles of brand trust and brand image in the emotional brand building-purchasing decision link.The insights gained from this study provide valuable guidance for marketing and branding strategies in the sustainable products domain. Brands should focus on developing emotional connections with consumers through their green packaging initiatives, leveraging the power of storytelling and creating meaningful experiences that resonate with environmentally conscious individuals
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