Abstract

Businesses have the leeway to invest in sustainable development and greening strategies while increasing brand affinity among customers who patronize environmental-friendly products. Perspectives from the greening of the marketing mix in the coffee shop industry provide implications for companies’ strategic greening in the proliferating green market. However, the phenomenon of greenwashing seems to gain equal importance in influencing the coffee shops’ brand affinity. There were 260 customers of coffee shops in Metro Manila, Philippines who were selected purposively to participate in an online survey. This study examined the mediating role of greenwashing on the linkage between green marketing mix and brand affinity. The study utilized predictive causal and quantitative research designs to gauge the relationship between green marketing and brand affinity. Relevant findings reveal that businesses seek greenways in their marketing mix strategies to build brand affinity amongst coffee drinkers and or coffee shop customers. The study has implications on the values of strategic greening to address environmental issues for authentic sustainability.

Presenters

Francia Santos
Assistant Professor, Marketing and Advertising, Ramon V. del Rosario College of Business (RVRCOB), De La Salle University (DLSU)-Manila, Philippines

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Sustaining Crisis: (de)growth, Alternative Economies, Greenwashing, Social and Political Movements

KEYWORDS

Green Marketing Mix, Greenwashing, Brand affinity, Strategic Greening, Authentic Sustainability

Digital Media

Videos