文章基本信息

标题：DO GREEN MARKETING AND GREEN BRAND AWARENESS INFLUENCE CUSTOMER SATISFACTION? AN EMPIRICAL STUDY
本地全文：下载
作者：Alum Kusumah ; Cheng-Wen Lee
期刊名称：Oradea Journal of Business and Economics
印刷版ISSN：2501-1596
电子版ISSN：2501-3599
出版年度：2020
卷号：5
期号：2
页码：31-43
DOI：10.47535/1991ojbe109
语种：English
出版社：Oradea University Press
摘要：The importance of this study in bridging the gap between existing research literature works by analysing the influence of green marketing and awareness of the green brand on customer satisfaction of mineral water products. The analysis adopted a quantitative and analytical approach by administering structured questionnaires. The questionnaire developed based on the objectives of the research and the analysis of the relevant literature on green marketing, green brand awareness, and customer satisfaction. The results revealed green marketing had no influence on customer satisfaction in the case of the Pristine 8 + bottled mineral water customers. However, it was found that green brand awareness has a positive influence on customer satisfaction. Green marketing and green brand awareness simultaneously have a positive influence on customer satisfaction of the Pristine 8 + bottled mineral water brand. This study expands the scientific literature by providing empirical evidence on green marketing, green brand awareness on customer satisfaction that also can use as a consideration that might help companies to make decisions that will allow them to surpass their competitors through green marketing and green brand awareness, and to meet their customer satisfaction.