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p-Index From 2020 - 2025
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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Ainurohmah, Afizah Sabrina
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Humanities

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Green Packaging as a Branding Strategy: How Eco-Friendly Materials Influence Brand Image and Customer Loyalty Aryani, Dwi Nita; Chen, Ng Wei; Kia Hui, Gan; Wei, Koh Teng; Ming Hooi, Khor; Ching, Lee Yi; Kesavan, Kashwini A/P; Ainurohmah, Afizah Sabrina; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4192

Abstract

Plastic pollution and rising sustainability awareness have shifted consumer expectations toward environmentally responsible packaging. This study examines how green packaging influences brand equity and customer loyalty, focusing on Quaker Oats Malaysia. It specifically investigates the roles of environmental awareness, customer perception, willingness to pay, and brand image, with brand equity serving as a mediating variable. A quantitative survey of 150 Malaysian consumers aged 18–44 was conducted and analyzed using multiple regression in SPSS. The results indicate that willingness to pay (? = 0.323, p 0.01), brand image (? = 0.745, p 0.001), and brand equity (? = 0.367, p 0.01) significantly affect customer loyalty and brand strength. Environmental awareness also positively affects brand equity (? = 0.161, p 0.05) but has no direct effect on loyalty. Mediation analysis confirms that brand equity fully mediates the effects of environmental awareness and brand image on loyalty, explaining 64.6% of the variance in loyalty and 73.4% in equity. These findings emphasize that sustainability-driven brand equity transforms ethical initiatives into customer trust and long-term loyalty, making green packaging both an environmental and strategic advantage for consumer brands.
Co-Authors Chen, Ng Wei Ching, Lee Yi Dwi Nita Aryani Hung Kee, Daisy Mui Kesavan, Kashwini A/P Kia Hui, Gan Ming Hooi, Khor Wei, Koh Teng