|
The Role of Green Brand Image on Brand Loyalty in Eco-Friendly Practice Based Coffee Shops: A Cognitive, Affective, and Behavioral Model |
|---|---|
| รหัสดีโอไอ | |
| Creator | Pornchai Kuntawong |
| Title | The Role of Green Brand Image on Brand Loyalty in Eco-Friendly Practice Based Coffee Shops: A Cognitive, Affective, and Behavioral Model |
| Contributor | Chutchatiput Dachjiramanee, Jutarat Junjinda |
| Publisher | Business Administration, Kasetsart University |
| Publication Year | 2569 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 20 |
| Journal No. | 33 |
| Page no. | 106-137 |
| Keyword | Brand Loyalty, Coffee shop, Eco Friendly Practices, Green Brand Image |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | วารสารเกษตรศาสตร์ธุรกิจประยุกต์ |
| ISSN | E-ISSN: 2985-2277 |
| Abstract | This research aims to compare the level of brand loyalty among consumers toward eco-friendly practice based coffee shops, classified by coffee shop brands, and to examine the factors influencing brand loyalty toward eco-friendly practice based coffee shops. The study is quantitative, with data collected using questionnaires. A stratified random sampling method was used to survey 2,198 consumers who use coffee shop services in Thailand. The data was analyzed using one-way analysis of variance and structural equation modeling. The research findings indicate that coffee shop brands differ across all dimensions of brand building, from eco-friendly practices to consumer brand loyalty. Brand A was found to be the most effective across all factors. At the same time, consumers from different age groups also showed significant differences. Gen X and Gen BB groups displayed a more positive perception, as well as higher levels of brand attachment, brand love, brand trust, and brand loyalty compared to the Gen Z and Gen Y groups. The factors that significantly influence brand loyalty towards coffee shops in Thailand were identified as brand trust, brand love, and brand attachment. Business implications: Coffee shop businesses can use the research findings as a guideline to develop environmental practices and create a positive brand experience, which will lead to emotional attachment and, consequently, long-term brand advocacy and loyalty. |
