ارائه چارچوب مفهومی تاثیر بسته‌بندی سبز بر دلبستگی برند

مطالعه حاضر با هدف تاثیر بسته‌بندی سبز بر دلبستگی برند انجام‌شده است. این مطالعه از لحاظ هدف کاربردی است که از لحاظ روش اجرا در قالب یک پژوهش توصیفی-پیمایشی با رویکرد مقطعی انجام‌شده است. جامعه آماری شامل کلیه مصرف‌کنندگان مواد غذایی در شهر تهران می‌باشد. که با توجه به نامحدود بودن جامعه آماری، نمونه‌ای متشکل از 384 نفر به‌صورت تصادفی در دسترس انتخاب شد. در این مطالعه برای جمع‌آوری اطلاعات جهت آزمون فرضیات از پرسشنامه‌ای شامل 7 بعد و 36 سوال استفاده شده‌است. روایی پرسشنامه با استفاده از روش روایی محتوا و روایی همگرا و پایایی پرسشنامه با محاسبه ضریب آلفای کرونباخ و پایایی ترکیبی تایید شد. برای آزمون فرضیات از تکنیک حداقل مربعات جزئی و نرم‌افزار smart pls استفاده شده‌است. نتایج حاصل از آزمون فرضیه‌های تحقیق نشان داد که بسته‌بندی سبز تاثیر مثبت و معناداری بر آگاهی برند، درگیری ذهنی و هویت برند دارد. همچنین مشخص شد که نگرش زیست‌محیطی مشتریان رابطه بین بسته‌بندی سبز با درگیری ذهنی، آگاهی برند و هویت برند را تعدیل می‌کند. همچنین مشخص شد که هویت برند، آگاهی برند و درگیری ذهنی مشتریان هر سه تاثیر مثبت و معناداری بر تصویر برند دارند. در نهایت مشخص شد که تصویر برند تاثیر معناداری بر دلبستگی برند دارد.

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

introduction:in the modern marketing era, emotional concepts related to branding have become the core of many marketing activities. “brand attachment” refers to the emotional connection between people and brands. what creates attachment is unique between each brand and consumer. in recent years, there has been a growing interest in environmental protection around the world. in this sense, green packaging is very important to reduce the effects of waste and pollution and promote sustainable development. green packaging, also known as “environmental green packaging”, “eco-friendly packaging”, “sustainable packaging” or “recyclable packaging”. an important area of research is the study of ways in which consumers demand the use of green packaging strategies to reduce the negative impact of packaging on the environment. the role of consumers in green packaging is very important, as modern lifestyles often demand a longer product shelf life. green packaging affects different aspects of branding. packaging has various functions related to product protection, transportation efficiency, and consumer evaluation of a product based on its packaging. a brand identity is a set of tools or elements used by a company to create a brand image. brand image is customers’ perception of the brand, which includes various associations related to it and memories associated with interacting with it. brand identity and its elements derive from the company’s mission, brand value proposition, long-term goals, competitive position in the market, and connection with the values and interests of the audience. according to the theory of planned behavior, the normative beliefs that ultimately cause a person’s mental involvement in a phenomenon include two dimensions: command and description. a normative belief is the subjective expectation or likelihood that a given individual or reference group (e.g., friends, family, spouse, colleagues) will approve or disapprove of performing the behavior under consideration. descriptive normative beliefs, on the other hand, are beliefs about whether significant others would perform the behavior themselves (brado et al., 2022). marketing professionals have repeatedly emphasized that green marketing practices do not happen in a vacuum; rather, their effect is through the effect they have on the attitude of customers. according to the theory of planned behavior, attitude is a component that plays an effective role in customer behavior. customer attitude is a combination of people’s beliefs, feelings, and behavioral intentions towards a business (or a brand). all actions taken in the field of green marketing are done to create a green and environmentally friendly image for the brand. a green brand image leads to green brand equity—a company with a green brand image will be positively viewed and trusted by environmentally conscious consumers. if the company has a green brand image that is supported by green practices and shown to customers, those customers will trust the company’s commitment to environmental responsibility. therefore, green brand image can be considered a potentially effective variable for attachment to green brands. the present study was conducted with the aim of examining the effect of green packaging on brand attachment. materials and methods:this study is applied in terms of its purpose, which was carried out in the form of descriptive survey research with a cross-sectional approach. the statistical population includes all food consumers in tehran.