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

Tsai, Pei‐Hsuan; Lin, Guan-Yi; Zheng, Yulin; Chen, Yi-Chong; Chen, Pao-Zhen; Su, Zheng-Cheng

doi:10.1016/j.jretconser.2020.102162

Cited by 100 publications

(107 citation statements)

References 62 publications

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“…This technique, proposed by the Geneva Research Center of the Battelle Memorial Institute, is especially effective in helping one visualize the structure of complicated cause and effect relationships (Fontela & Gabus, 1976;Gabus & Fontela, 1973). It is a comprehensive method for building and analyzing a network structural model involving causal relationships among multiple factors (Cui et al, 2019;Gölcük & Baykasoğlu, 2016;Tsai et al, 2020;S. Wang et al, 2020) and then distinguishing relationships when measuring a problem (Gölcük & Baykasoğlu, 2016).…”

Section: Inrm Analysis Using Dematelmentioning

confidence: 99%

“…Developing a solar photovoltaic industry policy is a multiple-attribute decision-making (MADM) problem (Chung, 2016;Kabak & Dağdeviren, 2014;Lee & Chang, 2018). MADM is a complex decision-making approach involving both quantitative and qualitative factors (Lee & Chang, 2018;Roy et al, 2019;Tsai et al, 2020;Tsai & Lin, 2016). There exist abundant studies using distinct MADM methods to assess the best industrial policy (Chung, 2016;Lee & Chang, 2018;Tsai & Lin, 2016).…”

Section: Introductionmentioning

confidence: 99%

“…There exist abundant studies using distinct MADM methods to assess the best industrial policy (Chung, 2016;Lee & Chang, 2018;Tsai & Lin, 2016). Within the energy field, MADM has solved problems involving e-store businesses (Chiu et al, 2013), financial performance evaluation (Chang & Tsai, 2016), museum business strategy (Tsai & Lin, 2016), webbased hotel evaluation and selection (Roy et al, 2019), retail banking industry (S. Wang et al, 2020), and green marketing (Tsai et al, 2020). However, previous studies on how the renewable energy industry can enhance countries' competitiveness have tended to use statistical analysis methods (Lai et al, 2019;Maqbool, 2018); only few studies have used the MADM method.…”

Section: Introductionmentioning

confidence: 99%

“…To answer these research questions, first, we develop a hybrid MADM model combining the decision-making trial and evaluation laboratory (DEMATEL) technique to construct an influential network relationship map (INRM) (Tsai, 2020;Tsai et al, 2020;S. Wang et al, 2020;Zhao et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Using Porter’s Diamond Model to Assess the Competitiveness of Taiwan’s Solar Photovoltaic Industry

2021

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In this study, we use six dimensions (i.e., firm strategy; government, structure, and rivalry; demand conditions; chance; factor conditions; and related/supporting industries) based on Porter’s diamond model to identify critical development indicators to enhance the competitiveness of Taiwan’s solar photovoltaic industry. Our proposed industry evaluation model uses the decision-making trial and evaluation laboratory (DEMATEL) technique to establish an influential relationship between indicators, the DEMATEL-based analytic network process to obtain influential weights, and the modified VIšekriterijumsko Kompromisno Rangiranje (VIKOR) method to assess industry development performance gaps. Through this analysis, current industry demands can be clarified, and operations of governments and photovoltaic firms can be improved by limiting developmental gaps and formulating robust policies and strategies. Furthermore, the influential network relationship map and influential weights can help explain the complex assessment system and suggest priorities for industry improvement. The results demonstrate that the six dimensions should be upgraded in the following order of priority: firm strategy; government, structure, and rivalry; demand conditions; chance; factor conditions; and related/supporting industries. We also discuss the implications for photovoltaic firm management.

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Section: Inrm Analysis Using Dematelmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Using Porter’s Diamond Model to Assess the Competitiveness of Taiwan’s Solar Photovoltaic Industry

2021

Self Cite

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“…Apart from that, purchasing decisions can also come from external stimuli; for example, because of a good marketing strategy (e.g., Sohn & Ko, 2021;Du & Lin, 2017;Lu, He, Lian, Ba & Wu, 2020;Hartmann, Plouffe, Kohsuwan & Cote, 2020). Even purchasing decisions can occur because producers are right to choose the momentum to start their pro to the environment (Tsai et al, 2020). Concerning buying decisions, the role of the brand plays an essential key to maximizing product visibility.…”

Section: Introductionmentioning

confidence: 99%

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

Putra¹,

Nurani²,

Ilyas³

et al. 2021

JMB

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This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (e.g., Lazada, Tokopedia, and Bli-Bli). This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis). This study's total population was 200 eligible. The collection data with online survey. This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity. Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention. The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect. For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect. Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable. Both found that there was a positive and significant relationship.

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Use of MaxDiff method in selecting green packaging attributes that influence purchase decisions in online shops

et al. 2022

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The aim of this research was to investigate how retailers advertise the green packaging of green products offered in online shops and which packaging attributes should be given more attention when advertising products in online shops. For this purpose, we first conducted a preliminary analysis of 31 green products sold in Slovenian online shops. We found that green packaging is generally poorly advertised in online shops, although it could be a competitive advantage for retailers. To prove that there are attributes of green packaging in relation to other attributes when purchasing green products, we conducted a questionnaire using the included MaxDiff method. The questionnaire was answered by 134 Slovenian respondents. Based on the results, we found that less than one‐third of the respondents trust the manufacturer's information about green products, two‐thirds of the respondents are willing to pay more for green products as they believe that the quality of these products is higher than of comparable non‐green products, and that our respondents have trust in the labels “Made in Slovenia” and “Locally grown,” although more than one‐third of the respondents buy green products regardless of the country of origin. The results of the MaxDiff analysis showed that three attributes associated with green packaging are more important when buying green products and should be highlighted in the description of a product also in online shops, that is, the material of the packaging, the possibility of its reuse, and ecolabels.

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

Cited by 100 publications

References 62 publications

Using Porter’s Diamond Model to Assess the Competitiveness of Taiwan’s Solar Photovoltaic Industry

Using Porter’s Diamond Model to Assess the Competitiveness of Taiwan’s Solar Photovoltaic Industry

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

Use of MaxDiff method in selecting green packaging attributes that influence purchase decisions in online shops

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