Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective

Pei-Hsuan Tsai, Guan-Yi Lin, Yu-Lin Zheng, Yi-Chong Chen, Pao-Zhen Chen and Zheng-Cheng Su

Journal of Retailing and Consumer Services, 2020, vol. 56, issue C

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.

Keywords: Green marketing; Purchase intention; DEMATEL; DANP; Modified VIKOR (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:56:y:2020:i:c:s0969698920303313

DOI: 10.1016/j.jretconser.2020.102162

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