Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective |
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Institution: | 1. Coventry University, School of Marketing & Management, Priory Street, CV1 5FB Coventry, United Kingdom;2. Athens University of Economics & Business, Department of Marketing & Communication, 76 Patission Street, 104 34 Athens, Greece;3. University of Keele, Keele Management School, The Darwin Building, Keele, Newcastle ST5 5SR, United Kingdom;4. National and Kapodistrian University of Athens, Department of Economics, 1, Sofokleous Street, 105 59 Athens, Greece |
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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. |
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Keywords: | Green marketing Purchase intention DEMATEL DANP Modified VIKOR |
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