DO GREEN MARKETING AND GREEN BRAND AWARENESS INFLUENCE CUSTOMER SATISFACTION? AN EMPIRICAL STUDY

Alum Kusumah () and Cheng-Wen Lee ()
Additional contact information
Alum Kusumah: Faculty of Economics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
Cheng-Wen Lee: International Business and Trade Department, College of Business, Chung Yuan Christian University, Taoyuan City, Taiwan

Oradea Journal of Business and Economics, 2020, vol. 5, issue 2, 31-43

Abstract: 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.

Keywords: Green marketing; Green brand awareness; Customer Satisfaction; empirical study; Mineral water product. (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://ojbe.steconomiceuoradea.ro/wp-content/uploa ... JBE_vol-52_31-43.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ora:jrojbe:v:5:y:2020:i:2:p:31-43

Access Statistics for this article

More articles in Oradea Journal of Business and Economics from University of Oradea, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Tomina SAVEANU ().