Quick-commerce: green initiatives on customer brand engagement
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Kokatnur, Shilpa
Thaichon, Park
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Abstract
Purpose The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).
Design/methodology/approach The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.
Findings The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).
Originality/value This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.
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Asia Pacific Journal of Marketing and Logistics
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This publication has been entered in Griffith Research Online as an advance online version.
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Subject
Marketing
Strategy, management and organisational behaviour
Tourism
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Lavuri, R; Kokatnur, S; Thaichon, P, Quick-commerce: green initiatives on customer brand engagement, Asia Pacific Journal of Marketing and Logistics, 2024