Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers' perspective. (September 2020)

• Record Type: Journal Article
• Authors: Tsai, Pei-Hsuan; Lin, Guan-Yi; Zheng, Yu-Lin; Chen, Yi-Chong; Chen, Pao-Zhen; Su, Zheng-Cheng
• Is Part Of: Journal of retailing and consumer services. Volume 56(2020)
• Publication Date: 2020-09
• Subjects: Green marketing -- Purchase intention -- DEMATEL -- DANP -- Modified VIKOR; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102162
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This study contributes to current literature by constructing a model to evaluate how using green marketing to promote brand image affects consumers' purchase intentions. First, the decision-making trial and evaluation laboratory (DEMATEL) method was used to explore the mutual influence on evaluation indicators, and an influential network relation map (INRM) of indicators and sub-indicators was constructed based on the results. The DEMATEL method was then combined with the analytic network process to create a DANP method to calculate weights for each indicator and sub-indicator. A modified Vlse Kriterijumska Optimizacija Kompromisno Resenje (VIKOR) method was then employed to explore the comprehensive performance of each indicator and sub-indicator using empirical data. Finally, conclusions were summarised and suggestions were proposed. This study's findings can serve as a reference for firms seeking to improve the tangible effects of their green marketing strategies by stimulating consumers' purchase intentions. Highlights: This study's model evaluates how green marketing impacts purchase intentions. Green marketing can lead to purchasing or re-purchasing decisions. A research framework is developed based on current literature and survey results. The new proposed method calculates weights for each evaluation indicator. The consumer's perspective is critical in understanding green marketing's effects.