Packaging and Green Marketing on Brand Image and its implementation on Kopi Kenangan Brand's
Abstract
The objective of this study is to ascertain the impact of green marketing and brand image on consumer loyalty among Kenangan Brand's customers, both individually and collectively, as outlined in the research framework. The research sample comprises all Kenangan Brand consumers in the Jabodetabek area who have made purchases of the brand's products. The findings reveal that green marketing and brand image exert a significant influence on consumer loyalty, with brand image emerging as the predominant factor driving consumer loyalty. Furthermore, initiatives aimed at environmental conservation, such as the utilization of sustainable materials in the food and beverage sector, energy conservation, and recycling, can yield economic advantages for businesses and society at large. Companies that prioritize environmental sustainability stand to gain numerous benefits, not only contributing to a healthier planet but also fostering a positive reputation among consumers and society as a whole, leading to increased profitability through innovative practices.
Keywords: Green Marketing,Packing,Brand Image,Customer Loyalty.
Downloads
Published
Issue
Section
License
Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
This journal provides immediate open access to its content that making research publish in this journal freely available to the public that supports a greater exchange of knowledge.
Copyright
Submission of a manuscript implies that the submitted work has not been published before (except as part of a thesis or report, or abstract); that it is not under consideration for publication elsewhere; that its publication has been approved by all co-authors. If and when the manuscript is accepted for publication, the author(s) still hold the copyright and retain publishing rights without restrictions. Authors or others are allowed to multiply article as long as not for commercial purposes. For the new invention, authors are suggested to manage its patent before published. The license type is CC-BY-SA 4.0.
Disclaimer
No responsibility is assumed by publisher and co-publishers, nor by the editors for any injury and/or damage to persons or property as a result of any actual or alleged libelous statements, infringement of intellectual property or privacy rights, or products liability, whether resulting from negligence or otherwise, or from any use or operation of any ideas, instructions, procedures, products or methods contained in the material therein.
