Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand

##plugins.themes.academic_pro.article.sidebar##

Published Sep 30, 2023
https://doi.org/10.61506/02.00107
Download
PDF
Statistic
Vol. 9 No. 3 (2023)

##plugins.themes.academic_pro.article.main##

Saif Ur Rehman
Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan
Sulaman Hafeez Siddique
Department of Management Sciences, The Islamia University of Bahawalpur, Pakistan

Abstract

The notion of green brand packaging in Pakistani textile brands remains very inadequate. Therefore, using the stimulus organism response model (SOR) as a basis, this research examines the influence of green brand packaging on green brand image for the Pakistani clothing sector and determines the mediated role of green brand advertising and green brand association. Purposive sampling was used in the approach to gather data from 446 Pakistani clothing consumers. The questionnaires were delivered to consumers of apparel brands at malls and well-known marketplaces in Pakistan, including Lahore, Karachi, Islamabad, Multan, and Bahawalpur. The investigation was carried out using structural equation modelling with partial least squares. and SPSS. The outcomes of our research demonstrate that green brand association, packaging, and advertising all have an impact on green brand image of apparel brands. A detailed discussion will be held about the results' theoretical and practical implications.

##plugins.themes.academic_pro.article.details##

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
[1]
Rehman, S.U. and Siddique, S.H. 2023. Effect of Green Brand Packaging on Green Brand Image: Mediating Role of Green Brand Association and Green Brand Advertising in the Context of Green Apparel Brand. Journal of Policy Research. 9, 3 (Sep. 2023), 196–212. DOI:https://doi.org/10.61506/02.00107.
Crossref
Scopus
Google Scholar
Europe PMC

References

  1. Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the value of a Brand name the free press. New York, NY, 247-248.
  2. Abd Rahim, M. H., Zukni, R. Z. J. A., Ahmad, F., & Lyndon, N. (2012). Green advertising and environmentally responsible consumer behavior: The level of awareness and perception of Malaysian youth. Asian social science, 8(5), 46. DOI: https://doi.org/10.5539/ass.v8n5p46
  3. Agi, M. A., & Nishant, R. (2017). Understanding influential factors on implementing green supply chain management practices: An interpretive structural modelling analysis. Journal of environmental management, 188, 351-363. DOI: https://doi.org/10.1016/j.jenvman.2016.11.081
  4. Ahmad, W., Ghazanfar, S., Ibrahim, M., Nazim, M., & Nadeem, A. H. (2021). CONSUMER’S PURCHASING BEHAVIOUR FOR GREEN PACKAGING IN AN EMERGING MARKET. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(08), 4792-4811.
  5. Alamin, R. F., & Ratnasari, I. (2019). The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product. Jambura Science of Management, 1(2), 54-64.
  6. Aagerup, U., Frank, A. S., & Hultqvist, E. (2019). The persuasive effects of emotional green packaging claims. British food journal, 121(12), 3233-3246. DOI: https://doi.org/10.1108/BFJ-08-2019-0652
  7. Alamsyah, D. P., Trijumansyah, A., & Hariyanto, O. I. (2017). Mediating of store image on customer trust for organic vegetables. Mimbar: Jurnal Sosial Dan Pembangunan, 33(1), 132-141. DOI: https://doi.org/10.29313/mimbar.v33i1.2121
  8. Amin, M. K., Azhar, A., Amin, A., & Akter, A. (2015, December). Applying the technology acceptance model in examining Bangladeshi consumers' behavioral intention to use mobile wallet: PLS-SEM approach. In 2015 18th International Conference on Computer and Information Technology (ICCIT) (pp. 93-98). IEEE. DOI: https://doi.org/10.1109/ICCITechn.2015.7488049
  9. Ahmad, A. N. E. E. S., & Thyagaraj, K. S. (2015). Consumer’s intention to purchase green brands: The roles of environmental concern, environmental knowledge and self-expressive benefits. Current World Environment, 10(3), 879-889. DOI: https://doi.org/10.12944/CWE.10.3.18
  10. Ahmad, P., Jaleel, C. A., Salem, M. A., Nabi, G., & Sharma, S. (2010). Roles of enzymatic and nonenzymatic antioxidants in plants during abiotic stress. Critical reviews in biotechnology, 30(3), 161-175. DOI: https://doi.org/10.3109/07388550903524243
  11. Atmaja, N. P. C. D., & Utami, N. M. S. (2017). Faktor-faktor yang mempengaruhi green consumer dalam membeli produk organik. Prosiding, 127-146.
  12. Anderson, J. R., Corbett, A. T., Fincham, J. M., Hoffman, D., Pelletier, R., & In, J. W. Charlottesville, VA: AACE. Anderson, JR (1983). The Architecture of Cognition. Cambridge, MA: Harvard University Press. Anderson, JR (1989). Talk on Psychology and Intelligent Tutoring. Presented at the 4th. Journal of Man-Machine Studies, 28, 483-504.
  13. Bullock, A., & Walsh, M. (2013). The Green Supply Chain Choosing and setting up an eco-friendly workfl Carter, C. R., & Ellram, L. M. (1998). Reverse logistics: a review of the literature and framework for future investigation. Journal of business logistics, 19(1), 85.ow. LOGOS: The Journal of the World Book Community, 24(2). DOI: https://doi.org/10.1163/1878-4712-11112015
  14. Batool, S., & Iqbal, R. (2016). Impact of green advertising on consumer purchase behavior. International interdisciplinary journal of Scholarly Research, 2(1), 16-22.
  15. Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of advertising, 24(2), 21-31. DOI: https://doi.org/10.1080/00913367.1995.10673473
  16. Chen, Y. S., Chang, T. W., Li, H. X., & Chen, Y. R. (2020). The influence of green brand effect 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. DOI: https://doi.org/10.3390/ijerph17114089
  17. Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520. DOI: https://doi.org/10.1108/00251741211216250
  18. Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93, 307-319.
  19. Chen, Y. S. (2008). The driver of green innovation and green image–green core competence. Journal of business ethics, 81, 531-543. DOI: https://doi.org/10.1007/s10551-007-9522-1
  20. Choi, H., & Kandampully, J. (2019). The effect of atmosphere on customer engagement in upscale hotels: An application of SOR paradigm. International Journal of Hospitality Management, 77, 40-50. DOI: https://doi.org/10.1016/j.ijhm.2018.06.012
  21. Clow, K. E., & Baack, D. (2005). Brand and brand equity. Concise Encyclopedia of Advertising, Haworth Press, Inc.
  22. Chen, Y. S., & Chang, C. H. (2016). Green brand personality and green purchase intentions: the mediation roles of green brand associations and green brand attitude. International Journal of Management and Applied Science, 2(2), 114-118.
  23. Chen, Y. S. (2010). The drivers of green brand equity: green brand image, green satisfaction, and green trust. Journal of Business ethics, 93, 307-319. DOI: https://doi.org/10.1007/s10551-009-0223-9
  24. Chang, H. J., Cho, H. J., Turner, T., Gupta, M., & Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviors: Evidence from activewear specialty stores. Journal of Fashion Marketing and Management, 19(2), 136-153. DOI: https://doi.org/10.1108/JFMM-03-2014-0019
  25. Chang, C. T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741-771. DOI: https://doi.org/10.2501/IJA-31-4-741-771
  26. Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International review of retail, distribution and consumer research, 21(3), 233-249. DOI: https://doi.org/10.1080/09593969.2011.578798
  27. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. DOI: https://doi.org/10.1509/jmkg.65.2.81.18255
  28. Dissabandara, R. (2020). Impact of brand equity and loyalty on consumer behaviour for clothing industry in Sri Lanka. International Journal of Current Research, 11(5), 3782-3787.
  29. De Faultrier, B., & Towers, N. (2011). An exploratory packaging study of the composite fashion footwear buying framework. Journal of Retailing and Consumer Services, 18(5), 463-470. DOI: https://doi.org/10.1016/j.jretconser.2011.06.011
  30. Deng, X., & Kahn, B. E. (2009). Is your product on the right side? The “location effect” on perceived product heaviness and package evaluation. Journal of Marketing Research, 46(6), 725-738. DOI: https://doi.org/10.1509/jmkr.46.6.725
  31. D’souza, C., & Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific journal of marketing and logistics, 17(3), 51-66. DOI: https://doi.org/10.1108/13555850510672386
  32. Eltayeb, T., & Zailani, S. (2014). Going green through green supply chain initiatives toward environmental sustainability. Operations and Supply Chain Management: An International Journal, 2(2), 93-110. DOI: https://doi.org/10.31387/oscm040019
  33. Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48. DOI: https://doi.org/10.1080/00913367.2004.10639163
  34. Faizal A, R., & Ratnasari, I. (2019). The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product. Jambura Science Of Management, 1(2), 1. DOI: https://doi.org/10.37479/jsm.v1i2.2499
  35. Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), 7. DOI: https://doi.org/10.17705/1CAIS.00407
  36. 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. DOI: https://doi.org/10.1108/JPBM-03-2020-2785
  37. Goi, M. T., Kalidas, V., & Yunus, N. (2018). Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions. Journal of Marketing for Higher Education, 28(1), 90-112. DOI: https://doi.org/10.1080/08841241.2018.1425231
  38. Gao, Y. L., Mattila, A. S., & Lee, S. (2016). A meta-analysis of behavioral intentions for environment-friendly initiatives in hospitality research. International Journal of Hospitality Management, 54, 107-115. DOI: https://doi.org/10.1016/j.ijhm.2016.01.010
  39. Gambetti, R. C., Graffigna, G., & Biraghi, S. (2012). The grounded theory approach to consumer-brand engagement: The practitioner's standpoint. International Journal of Market Research, 54(5), 659-687. DOI: https://doi.org/10.2501/IJMR-54-5-659-687
  40. Hashim, M., Nazam, M., Zia-ur-Rehman, M., Abrar, M., Baig, S. A., Nazim, M., & Hussain, Z. (2021). Modeling supply chain sustainability-related risks and vulnerability: Insights from the textile sector of Pakistan. Autex Research Journal, 22(1), 123-134. DOI: https://doi.org/10.2478/aut-2021-0008
  41. Hao, Y., Liu, H., Chen, H., Sha, Y., Ji, H., & Fan, J. (2019). What affect consumers’ willingness to pay for green packaging? Evidence from China. Resources, Conservation and Recycling, 141, 21-29.
  42. Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing intelligence & planning, 32(3), 250-268. DOI: https://doi.org/10.1108/MIP-10-2012-0105
  43. Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications, Incorporated.
  44. Hartmann, P., & Ibáñez, V. A. (2006). Effects of green brand communication on brand associations and attitude. International advertising and communication: current insights and empirical findings, 217-236. DOI: https://doi.org/10.1007/3-8350-5702-2_12
  45. Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing intelligence & planning, 23(1), 9-29. DOI: https://doi.org/10.1108/02634500510577447
  46. Hasan, J., Sumarwan, U., & Suharjo, B. (2012). Factors analysis in desire to buy environmental friendly products: Case study for air condition products. International Business Research, 5(8), 181. DOI: https://doi.org/10.5539/ibr.v5n8p181
  47. Hao, Y., Liu, H., Chen, H., Sha, Y., Ji, H., & Fan, J. (2019). What affect consumers’ willingness to pay for green packaging? Evidence from China. Resources, Conservation and Recycling, 141, 21-29. DOI: https://doi.org/10.1016/j.resconrec.2018.10.001
  48. Iyer, E., & Banerjee, S. B. (1993). Anatomy of green advertising. Advances in consumer research, 20, 494-501.
  49. Jayasinghe, I. H., Basnayake, B. F. A., Amarathunga, K. S. P., & Dissanayake, P. B. R. (2010). Environmental conservation efforts in developing textile waste incorporated cement blocks. DOI: https://doi.org/10.4038/tar.v21i2.2594
  50. Javalgi, R. R. G., & Todd, P. R. (2011). Entrepreneurial orientation, management commitment, and human capital: The internationalization of SMEs in India. Journal of Business Research, 64(9), 1004-1010. DOI: https://doi.org/10.1016/j.jbusres.2010.11.024
  51. Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of economics, finance and administrative science, 20(39), 118-132. DOI: https://doi.org/10.1016/j.jefas.2015.07.001
  52. Kim, E., & Ham, S. (2016). Restaurants’ disclosure of nutritional information as a corporate social responsibility initiative: Customers’ attitudinal and behavioral responses. International Journal of Hospitality Management, 55, 96-106. DOI: https://doi.org/10.1016/j.ijhm.2016.02.002
  53. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  54. Keller, K.L. (2009), “Building strong brands in modern marketing communication environment”, Journal of Marketing Communications, Vol. 15 Nos 2/3, pp. 139-155. DOI: https://doi.org/10.1080/13527260902757530
  55. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  56. Kotler, P. and Gertner, D. (2002), “Country as brand, product and beyond: a place marketing and brand management perspective”, Journal of Brand Management, Vol. 9 No. 4, pp. 249-261. DOI: https://doi.org/10.1057/palgrave.bm.2540076
  57. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22. DOI: https://doi.org/10.1177/002224299305700101
  58. Kerdpitak, C., & Mekkham, W. (2019). The mediating roles of green brand image and attitude of green branding in the relationship between attachment of green branding and excessive product packaging in thai sports manufacturing firms. DOI: https://doi.org/10.14198/jhse.2019.14.Proc5.39
  59. Kao, T. F., & Du, Y. Z. (2020). A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of cleaner production, 242, 118294. DOI: https://doi.org/10.1016/j.jclepro.2019.118294
  60. Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence & Planning, 35(3), 425-440. DOI: https://doi.org/10.1108/MIP-09-2016-0174
  61. Kumar, P. (2017). Intents of green advertisements. Asia Pacific Journal of Marketing and Logistics, 29(1), 70-79 DOI: https://doi.org/10.1108/APJML-03-2016-0044
  62. Kull, A. J., & Heath, T. B. (2016). You decide, we donate: Strengthening consumer–brand relationships through digitally co-created social responsibility. International Journal of Research in Marketing, 33(1), 78-92.. DOI: https://doi.org/10.1016/j.ijresmar.2015.04.005
  63. Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703.
  64. Manaktola, K., & Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International journal of contemporary hospitality management, 19(5), 364-377. DOI: https://doi.org/10.1108/09596110710757534
  65. Morel, M., & Kwakye, F. (2012). Green marketing: Consumers Attitude towards Eco-friendly Products and Purchase Intention in the Fast-Moving Consumer Goods (FMCG) sector.
  66. Mourad, M., & Serag Eldin Ahmed, Y. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537.
  67. Masoumik, S. M., Abdul-Rashid, S. H., & Olugu, E. U. (2015). The development of a strategic prioritisation method for green supply chain initiatives. PLoS One, 10(11), e0143115. DOI: https://doi.org/10.1371/journal.pone.0143115
  68. Mourad, M., & Serag Eldin Ahmed, Y. (2012). Perception of green brand in an emerging innovative market. European Journal of Innovation Management, 15(4), 514-537. DOI: https://doi.org/10.1108/14601061211272402
  69. Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703. DOI: https://doi.org/10.3390/su141811703
  70. Mantiaha, G. F. (2016). The Influence of Green Marketing on Consumer Buying Behavior (Study at the Body Shop Manado). Jurnal Emba: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(2).
  71. Martins, J. M., Aftab, H., Mata, M. N., Majeed, M. U., Aslam, S., Correia, A. B., & Mata, P. N. (2021). Assessing the impact of green hiring on sustainable performance: Mediating role of green performance management and compensation. International Journal of Environmental Research and Public Health, 18(11), 5654. DOI: https://doi.org/10.3390/ijerph18115654
  72. Nickels, W. G., & Jolson, M. A. (1976). Packaging–the fifth P in the marketing mix. Advanced Management Journal, 41(1), 13-21.
  73. Orth, U. R., & Malkewitz, K. (2008). Holistic package design and consumer brand impressions. Journal of marketing, 72(3), 64-81. DOI: https://doi.org/10.1509/jmkg.72.3.64
  74. Ogrean, C., & Herciu, M. (2010). Globalization and the dynamics of competitiveness–a multilevel bibliographical study. Studies in Business and Economics, 5(1), 126-138.
  75. Orzan, G., Cruceru, A. F., Bălăceanu, C. T., & Chivu, R. G. (2018). Consumers’ behavior concerning sustainable packaging: An exploratory study on Romanian consumers. Sustainability, 10(6), 1787. DOI: https://doi.org/10.3390/su10061787
  76. Prendergast, G., & Pitt, L. (1996). Packaging, marketing, logistics and the environment: are there trade‐offs? International Journal of Physical Distribution & Logistics Management, 26(6), 60-72. DOI: https://doi.org/10.1108/09600039610125206
  77. Purnama, H. (2019, March). The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. In 16th International Symposium on Management (INSYMA 2019) (pp. 132-135). Atlantis Press. DOI: https://doi.org/10.2991/insyma-19.2019.34
  78. Peter, J. P., & Olson, J. C. (2000). Consumer Behaviour : Perilaku Konsumen dan Strategi Pemasaran, jilid 1 dan jilid 2. Jakarta: Erlangga.
  79. Prastiyo, Y. (2016). Pengaruh Green Marketing Tool's terhadap Perilaku Pembelian Konsumen (Doctoral dissertation, Udayana University).
  80. Praxmarer, S., & Gierl, H. (2009). The effects of positive and negative ad‐evoked associations on brand attitude. Asia Pacific Journal of Marketing and Logistics, 21(4), 507-520. DOI: https://doi.org/10.1108/13555850910997562
  81. Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image relation model, green awareness, green advertisement, and ecological knowledge as competitive advantage in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business, & Accountancy Ventura, 20(2), 177-186. DOI: https://doi.org/10.14414/jebav.v20i2.1126
  82. Rajendran, S. D., Wahab, S. N., & Singh, M. K. P. (2019). Malaysian consumers' preference for green packaging. International Journal of Society Systems Science, 11(4), 312-331.
  83. Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business strategy series, 12(2), 73-83. DOI: https://doi.org/10.1108/17515631111114877
  84. Roper, S., & Parker, C. (2006). How (and where) the mighty have fallen: branded litter. Journal of Marketing Management, 22(5-6), 473-487. DOI: https://doi.org/10.1362/026725706777978659
  85. Rajendran, S. D., Wahab, S. N., & Singh, M. K. P. (2019). Malaysian consumers' preference for green packaging. International Journal of Society Systems Science, 11(4), 312-331. DOI: https://doi.org/10.1504/IJSSS.2019.103629
  86. Rizwan, M., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An empirical study about green purchase intentions. Journal of Sociological Research, 5(1), 290-305. DOI: https://doi.org/10.5296/jsr.v5i1.6567
  87. Sallam, M. A. (2014). The effects of brand image and brand identification on brand love and purchase decision making: the role of WOM. International business research, 7(10), 187. DOI: https://doi.org/10.5539/ibr.v7n10p187
  88. Southgate, J., Hutton, K. A., Thomas, D. F., & Trejdosiewicz, L. K. (1994). Normal human urothelial cells in vitro: proliferation and induction of stratification. Laboratory investigation; a journal of technical methods and pathology, 71(4), 583-594.
  89. Singh, G., & Pandey, N. (2018). The determinants of green packaging that influence buyers’ willingness to pay a price premium. Australasian Marketing Journal, 26(3), 221-230. DOI: https://doi.org/10.1016/j.ausmj.2018.06.001
  90. Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of retailing and consumer services, 41, 177-189. DOI: https://doi.org/10.1016/j.jretconser.2017.12.002
  91. Santoso, I., & Fitriyani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi, Dan Minat Beli Konsumen. Jur. Ilm. Kel. & Kons, 9(1), 147–158. DOI: https://doi.org/10.24156/jikk.2016.9.2.147
  92. Sinnappan, P., & Rahman, A. A. (2011). Antecedents of green purchasing behavior among Malaysian consumers. International Business Management, 5(3), 129-139. DOI: https://doi.org/10.3923/ibm.2011.129.139
  93. Stern, P. C., Dietz, T., Abel, T., Guagnano, G. A., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human ecology review, 81-97.
  94. Suki, N. M. (2013). Green awareness effects on consumers ‘purchasing decision: some insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2).
  95. Sujan, M., Bettman, J. R., & Baumgartner, H. (1993). Influencing consumer judgments using autobiographical memories: A self-referencing perspective. Journal of Marketing research, 30(4), 422-436. DOI: https://doi.org/10.1177/002224379303000403
  96. Solomon, S. (2007, December). IPCC (2007): Climate change the physical science basis. In Agu fall meeting abstracts (Vol. 2007, pp. U43D-01).
  97. Siebert, F., Peterson, T., & Schramm, W. (1956). Four theories of the press: The authoritarian, libertarian, social responsibility, and Soviet communist concepts of what the press should be and do (Vol. 10). University of Illinois press.
  98. Sutanto, S. M. (2018). " Clever Little Bag" Green Packaging Innovation from Puma. VCD (Journal of Visual Communication Design), 3(1), 35-44.
  99. Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green marketing-emerging dimensions. Journal of Business Excellence, 2(1), 18-23.
  100. Theotokis, A., Pramatari, K., & Tsiros, M. (2012). Effects of expiration date-based pricing on brand image perceptions. Journal of Retailing, 88(1), 72-87. DOI: https://doi.org/10.1016/j.jretai.2011.06.003
  101. Vidales, G., & Dolores, M. (1995). El mundo del envase: manual para el diseño y producción de envases y embalajes. AZCAPOTZALCO.
  102. Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The international journal of business and finance research, 8(2), 27-40.
  103. White, G. R., Wang, X., & Li, D. (2015). Inter-organisational green packaging design: a case study of influencing factors and constraints in the automotive supply chain. International Journal of Production Research, 53(21), 6551-6566. DOI: https://doi.org/10.1080/00207543.2014.975854
  104. Waqas, M., Qalati, S. A., Hafeez, S., Rana, L. T., & Farhan, S. M. (2020). Effects of Celebrity Endorsement, Promotional activities, Packaging of products, and Brand image, on Green Consumer buying behavior. Paradigms, 14(1), 66-72.
  105. Wilson, K., Amran, H., Suryati, S. R., & Jaratin, L. (2014). The Influence Of Consumers; Perception Of Green Products On Green Purchase Intention. International Journal of Asian Social Science, 4(8), 924-939.
  106. Wu, S. I., & Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81. DOI: https://doi.org/10.5539/ijms.v6n5p81
  107. Wüstenhagen, R., & Bilharz, M. (2004). Green energy market development in Germany: Effective public policy and emerging customer demand.
  108. Younus, S. (2015). Identifying the factors affecting customer purchase intention. Global Journal of Management and Business Research, 15(A2), 9-13.
  109. Zakersalehi, M., & Zakersalehi, A. (2012). Attitude and purchasing intention of Malaysian consumers toward green packaged foods. International Journal of Trade, Economics and Finance, 3(1), 46-51.
  110. Zakersalehi, M., & Zakersalehi, A. (2012). Attitude and purchasing intention of Malaysian consumers toward green packaged foods. International Journal of Trade, Economics and Finance, 3(1), 46-51. DOI: https://doi.org/10.7763/IJTEF.2012.V3.171
  111. Zinkhan, G. M., & Carlson, L. (1995). Green advertising and the reluctant consumer. Journal of advertising, 24(2), 1-6. DOI: https://doi.org/10.1080/00913367.1995.10673471
  112. Zdravkovic, S., Magnusson, P., & Stanley, S. M. (2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27(2), 151-160. DOI: https://doi.org/10.1016/j.ijresmar.2010.01.005
  113. Zhang, G., & Zhao, Z. (2012). Green packaging management of logistics enterprises. Physics Procedia, 24, 900-905. DOI: https://doi.org/10.1016/j.phpro.2012.02.135
  114. Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China. Journal of cleaner production, 247, 119119. DOI: https://doi.org/10.1016/j.jclepro.2019.119119