Quick-commerce: green initiatives on customer brand engagement

IF 3.9 4区管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-02-05 DOI:10.1108/apjml-05-2023-0396

Rambabu Lavuri, Shilpa Kokatnur, Park Thaichon

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Abstract

Purpose

The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).

Design/methodology/approach

The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.

Findings

The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).

Originality/value

This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.

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快速电子商务：关于客户品牌参与的绿色倡议

目的本研究通过中介（感知价值（PV）和环境关注（EC））和调节（品牌态度）作用，探讨了快速电子商务（Q-commerce）绿色倡议（GI）对消费者品牌参与度的影响。研究收集了 458 份近期 Q-Commerce 购物者的调查问卷，采用测量模型和结构模型以及 PROCESS 宏进行数据分析。中介分析表明：(2) PV 对 EC 和 CBE 有积极影响；(3) EC 对 CBE 有有利影响；(4) CBE 对品牌依恋（Batta）和绿色口碑（GWOM）有积极影响。所提供的见解可指导 Q 版电子商务参与者和政策制定者开发和实施有效的绿色实践。

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来源期刊

Asia Pacific Journal of Marketing and Logistics BUSINESS-

CiteScore

7.90

自引率

18.90%

发文量

期刊介绍： The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies