DO GREEN MARKETING AND GREEN BRAND AWARENESS INFLUENCE CUSTOMER SATISFACTION? AN EMPIRICAL STUDY
Alum Kusumah1, Cheng-Wen Lee2
1Faculty of Economics and Business, Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
2International Business and Trade Department, College of Business, Chung Yuan Christian University, Taoyuan City, Taiwan
Abstract: The importance of this study in bridging the gap between existing research literature works by analysing the influence of green marketing and awareness of the green brand on customer satisfaction of mineral water products. The analysis adopted a quantitative and analytical approach by administering structured questionnaires. The questionnaire developed based on the objectives of the research and the analysis of the relevant literature on green marketing, green brand awareness, and customer satisfaction. The results revealed green marketing had no influence on customer satisfaction in the case of the Pristine 8 + bottled mineral water customers. However, it was found that green brand awareness has a positive influence on customer satisfaction. Green marketing and green brand awareness simultaneously have a positive influence on customer satisfaction of the Pristine 8 + bottled mineral water brand. This study expands the scientific literature by providing empirical evidence on green marketing, green brand awareness on customer satisfaction that also can use as a consideration that might help companies to make decisions that will allow them to surpass their competitors through green marketing and green brand awareness, and to meet their customer satisfaction.
Keywords: Green marketing, Green brand awareness, Customer Satisfaction, empirical study, Mineral water product.
CITE AS:
Kusumah, A., and Lee C.-W., 2020. Do green marketing and green brand awareness influence customer satisfaction? An empirical study. Oradea Journal of Business and Economics, 5(2), pp. 31-43, https://doi.org/10.47535/1991ojbe109