The impact of green practices on green image, customers' attitude and willingness to pay: An investigation in Phe La milk tea chain

Abstract

Purpose: This study investigated whether customers’ perceptions of green practices significantly affect their perception of green brand image and attitude towards purchasing intention which is aimed to develop a theoretical model to better explain customers' green behaviors towards Phê La brand since then offering practical implications for successful green marketing management to enhance revenue in operations. Design/Methodology/Approach: The data is collected from over 300 Gen Z and Millenials who have bought Phê La’s products at least once in life. Regarding the research methodology and approach, the quantitative method was chosen to establish the study. Through online forms, the researcher has received 307 valid responses to carry out the data analysis process in their study. PLS-SEM approach statistical software, and Smart PLS will be utilized to analyze the data. Findings: Regarding the results of the research, Green Brand Image is influenced by Green Practices. After that, the findings reveal the positive and significant impacts of Green Brand Image on Customers’ Attitude, followed by the mediating effects of Green Brand Image between the relationship of Green Practices and Attitude. Moreover, Attitude accounted for 11.8% of reasons to promote Willingness to pay.