A conceptual framework of the impact of green packaging on brand attachment

Ghasemzadeh Sangroudi, Maziar; Hamdi, Karim; Vahabzadeh Munshi, SHADAN

doi:10.22077/jgdms.2024.7119.1059

A conceptual framework of the impact of green packaging on brand attachment

Articles in Press

Document Type : Original Article

Authors

¹ PhD student, Business Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran.

² Professor, Business Management Department, Science and Research Unit, Islamic Azad University, Tehran, Iran

³ Assistant Professor, Business Management Department, North Tehran Branch, Islamic Azad University, Tehran, Iran

10.22077/jgdms.2024.7119.1059

Abstract

The present study was conducted with the aim of the effect of green packaging on brand attachment. This study is practical in terms of its purpose, which was carried out in the form of a descriptive-survey research with a cross-sectional approach. The statistical population includes all food consumers in Tehran. Considering the infinite nature of the statistical population, a sample of 384 people was randomly selected. In this study, a questionnaire containing 7 dimensions and 36 questions was used to collect information to test hypotheses. The validity of the questionnaire was confirmed using the method of content validity and convergent validity, and the reliability of the questionnaire was confirmed by calculating Cronbach's alpha coefficient and composite reliability. Partial least squares technique and Smart PLS software were used to test the hypotheses. The results of the research hypotheses test showed that green packaging has a positive and significant effect on brand awareness, mental engagement and brand identity. It was also found that customers' environmental attitude moderates the relationship between green packaging and mental involvement, brand awareness and brand identity. It was also found that brand identity, brand awareness and mental involvement of customers all have a positive and significant effect on brand image. Finally, it was found that brand image has a significant effect on brand attachment.

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