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.

Received: 2024-08-15 Accepted : 2024-11-23 Published : 2025-06-26

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

References:

مرتضائی، فاطمه و آزاده دل، محمد رضا. (1402). بررسی رابطه ابعاد بازاریابی سبز داخلی با کیفیت خدمات در صنعت بانکداری (مطالعه موردی: شعب بانک صادرات استان گیلان). فصلنامه مدیریت سبز،3(3)،127-145.
دارایی, ایوب, اکبری, مهسا و موسوی کاشی, زهره. (1400). بررسی عوامل مؤثر بر ارتباط میان بسته‌بندی سبز با وابستگی برند سبز. تحقیقات بازاریابی نوین، ،11(3)،45-66.
نوروزی, محمد, ماستری فراهانی, محمد, & سعادت, مهدی. (1402). تحلیل رضایت مشتریان با رویکرد متن‌کاوی (مورد مطالعه: مشتریان عسل‌های ارگانیک)‏. تحقیقات بازاریابی نوین, 13(3), 49-72. doi: 10.22108/nmrj.2023.137845.2908
کاظمیان, مینا, شفیعی نیک آبادی, محسن, & فیض, داود. (1399). آینده‌پژوهی صنعت بسته‌بندی مواد غذایی در ایران با رویکرد سناریونگاری در افق 1404. مدیریت بازرگانی, 12(4), 838-864. doi: 10.22059/jibm.2019.283507.3541
دوراندیش, آرش, توحیدی, امیر حسین, & علیزاده, پریسا. (1396). رتبه‌بندی عوامل مؤثر بر بسته‌بندی زعفران از دید مصرف‌کنندگان. زراعت و فناوری زعفران, 5(2), 175-184. doi: 10.22048/jsat.2016.54643.1165
محمدی, امید, پیرزاد, موسوی, & سید نجم الدین. (1401). طراحی مدل توسعه‌ای بازاریابی سبز برای محصولات ارگانیک. مدیریت بازاریابی, 17(54), 131-149.
حسینی, نواب, سعیدی و سمیعی. (1402). ارائه الگوی نوسازی استراتژیک کارآفرینانه با تاکید بر ارزش‌گذاری برند سبز. فصلنامه مدیریت سبز3(3)،47-1.
فراست‌خواه. (1395). روش تحقیق کیفی در علوم اجتماعی با تأکید بر نظریه بر پایه گراندد تئوری. تهران: نشر آگاه.
Aboulnasr, K., & Tran, G. A. (2020). Is love really blind? The effect of emotional brand attachment on
the perceived risk of really new products. Journal of Product & Brand Management, 29(1), 81-96. Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental
Science and Pollution Research, 30(5), 11473-11495. Akhila, P. P., Sunooj, K. V., Navaf, M., Aaliya, B., Sudheesh, C., Sasidharan, A., ... & Khaneghah, A. M. (2022). Application of innovative packaging technologies to manage fungi and mycotoxin contamination in agricultural products: Current status, challenges, and perspectives. Toxicon, 214, 18- 29.
Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green marketing in the digital age: A systematic literature review. Sustainability, 15(16), 12369.Tzanidis, T., Magni, D., Scuotto, V., & Maalaoui, A. (2024). B2B green marketing strategies for European firms: Implications for people, planet and profit. Industrial Marketing Management, 117, 481-492.
Bhardwaj, S., Nair, K., Tariq, M. U., Ahmad, A., & Chitnis, A. (2023). The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022. Sustainability, 15(4), 2988.
Bian, X., & Haque, S. (2020). Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?. Journal of brand Management, 27, 438-451.
Boncinelli, F., Gerini, F., Piracci, G., Bellia, R., & Casini, L. (2023). Effect of executional greenwashing on market share of food products: An empirical study on green-coloured packaging. Journal of Cleaner Production, 391, 136258.
Carrión Bósquez, N. G., Arias-Bolzmann, L. G., & Martínez Quiroz, A. K. (2023). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, 125(2), 536-550.
Chaihanchanchai, P., & Anantachart, S. (2023). Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship. Business Strategy and the Environment, 32(1), 289-303.
Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand affect on green purchase intentions: The mediation effects of green brand associations and green brand attitude. International Journal of Environmental Research and Public Health, 17(11), 4089.
Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour. International Journal of Environmental Research and Public Health, 20(2), 1356.
Davis, S. V., & Dacin, P. A. (2022). This brand is who I am… or is it? Examining changes in motivation to maintain brand attachment. Journal of Product & Brand Management, 31(7), 1125-1139.
Dewi, C. F., & Sari, D. (2023). GREEN PACKAGING AND BRANDING IMPACT ON GREEN PURCHASE INTENTION WITH GREEN BRAND IMAGE AS A MEDIATOR: STUDY AT LOVE BEAUTY AND PLANET OF GEN Z IN WEST JAVA. JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW, 7(1), 1-9.
Farrukh, A., Mathrani, S., & Sajjad, A. (2023). An exploratory study of green‐lean‐six sigma motivators for environmental sustainability: Managerial insights from a developed and developing economy.
Business Strategy and the Environment, 32(8), 1-24 Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2021). Green branding effects on consumer response: examining a brand stereotype-based mechanism. Journal of Product & Brand Management, 30(7), 1033-1046.
Hemsley‐Brown, J. (2023). Antecedents and consequences of brand attachment: A liter ature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628.
Jang, Y. J., Kim, W. G., & Lee, H. Y. (2015). Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness. International Journal of Hospitality Management, 44, 146-156.
Javed, T., Yang, J., Gilal, W. G., & Gilal, N. G. (2020). The sustainability claims' impact on the consumer's green perception and behavioral intention: A case study of H&M. Advances in Management and Applied Economics, 10(2), 1-22.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143.
Khandelwal, U., Tripathi, V., & Gupta, A. (2024). A bibliometric analysis of green branding research from 2000 to 2019. Vision, 28(1), 87-97.
Li, H., & Wang, B. (2023). Green packaging materials design and efficient packaging with Internet of Things. Sustainable Energy Technologies and Assessments, 103186.
Lin, J., & Zhou, Z. (2022). The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value. International Journal of Emerging Markets, 17(6), 1404-1424.
Moorthy, K., Kamarudin, A. A., Xin, L., Hui, L. M., Way, L. T., Fang, P. S., & Carmen, W. (2021). Green packaging purchase behaviour: a study on Malaysian consumers. Environment, Development and Sustainability, 23, 15391-15412.
Ng, P. M., Cheung, C. T., Lit, K. K., Wan, C., & Choy, E. T. (2024). Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention. Business Strategy and the Environment, 33(2), 1024-1039.
Nguyen, V. T., Vuong, D. H., Ha, N. T. T., Nguyen, Q. T., Kim, M. H., & Quy, N. L. D. (2020). Exploring brand loyalty toward traditional confectioneries in an emerging market. Entrepreneurship and Sustainability Issues, 8(1), 60.
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96-116.
Polanco, A. F., Sandoval, S. M., & Suárez, C. R. (2021, September). The relation between consumer green behavior, sustainable packaging, and brand image in the purchase of ecological wines. In Proceedings of the European Conference on Innovation and Entrepreneurship, ECIE (pp. 338-346).
Rahman, S. U., & Nguyen‐Viet, B. (2023). Towards sustainable development: Coupling green marketing strategies and consumer perceptions in addressing greenwashing. Business Strategy and the Environment, 32(4), 2420-2433.
Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217-1238.
Tiep Le, T., Ngo, H. Q., & Aureliano-Silva, L. (2023). Contribution of corporate social responsibility on SMEs' performance in an emerging market–the mediating roles of brand trust and brand loyalty. International Journal of Emerging Markets, 18(8), 1868-1891.
Vercueil, L. (2018). Investigating the antecedents and consequences of vehicle buyers' brand attachment behaviour (Doctoral dissertation, North-West University).
Vuong, T. K., & Bui, H. M. (2023). The role of corporate social responsibility activities in employees’ perception of brand reputation and brand equity. Case Studies in Chemical and Environmental Engineering, 7, 100313.
Wang, J., Yang, X., He, Z., Wang, J., Bao, J., & Gao, J. (2022). The impact of positive emotional appeals on the green purchase behavior. Frontiers in Psychology, 13, 716027.
Wensing, J., Caputo, V., Carraresi, L., & Bröring, S. (2020). The effects of green nudges on consumer valuation of bio-based plastic packaging. Ecological Economics, 178, 106783.
Yang, Y. C., & Zhao, X. (2019). Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment. Social Behavior and Personality: an international journal, 47(8), 1-10.
Zhou, H., & Duan, Y. (2022). Online channel structures for green products with reference greenness effect and consumer environmental awareness (CEA). Computers & Industrial Engineering, 170, 108350.