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

IF 2.7 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Policy Research in Tourism Leisure and Events Pub Date : 2023-09-30 DOI:10.61506/02.00107

Saif Ur Rehman, Sulaman Hafeez Siddique

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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.

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绿色品牌包装对绿色品牌形象的影响:绿色品牌联想与绿色品牌广告在绿色服装品牌语境中的中介作用

绿色品牌包装的概念在巴基斯坦纺织品牌仍然非常不足。因此，本研究以刺激生物反应模型(SOR)为基础，考察绿色品牌包装对巴基斯坦服装行业绿色品牌形象的影响，并确定绿色品牌广告与绿色品牌联想的中介作用。采用有目的抽样的方法收集了446名巴基斯坦服装消费者的数据。调查问卷在巴基斯坦拉合尔、卡拉奇、伊斯兰堡、木尔坦和巴哈瓦尔布尔等地的商场和知名市场发放给服装品牌的消费者。采用偏最小二乘结构方程模型进行了研究。和SPSS。研究结果表明，绿色品牌联想、绿色包装、绿色广告均对服装品牌的绿色品牌形象产生影响。将对研究结果的理论和实践意义进行详细的讨论。

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来源期刊

Journal of Policy Research in Tourism Leisure and Events HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.90

自引率

19.40%

发文量

期刊介绍： Journal of Policy Research in Tourism, Leisure & Events provides a unique forum for critical discussion of public policy debates relating to the fields of tourism, leisure and events. This encompasses the economic, social, cultural, political and environmental dimensions of official intervention. In addition to high quality theoretical and empirical papers, the journal publishes contributions examining the value of contrasting methodologies, or advocacy of novel methods. Inter- and multi-disciplinary submissions are particularly welcome. In order to foster debate and extend the scope of discussion, it publishes shorter carefully argued position statements on specific, topical interventions in the Contemporary Policy Debates section. In addition, the journal’s novel Dialogues section involves ‘point/counter-point’ debates between contributors on a range of policy-related or policy research-related topics. These may interrogate key concepts from different cultural, theoretical or spatial perspectives, or discuss potential responses to a range of practical challenges involved in undertaking policy-related research in the fields of tourism, leisure and events. With a swiftly growing academic reputation, the journal is ‘B’ rated by the Australian Business Deans Council (ABDC). It has received citations from a number of senior practitioners and influential bodies, including the Organisation for Economic Cooperation and Development (OECD).