Green Marketing Strategies for Brand Reputation Enhancement under the Saudi Green Initiative: A Case Study of Global Café Chains
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Abstract
This study investigates the impact of green marketing strategies—specifically green product, pricing, promotion, and distribution strategies—on the brand reputation of global coffee chains operating in Riyadh, Saudi Arabia. The research aims to determine how these green practices influence consumer perceptions and contribute to the mental image of international brands within the Saudi market. The study employed a quantitative research approach utilizing a descriptive-analytical design. A non-probability convenience sampling technique was used to collect data from 400 customers of major global coffee chains (e.g., Starbucks, Costa Coffee, and Dunkin’). The collected data were analyzed using the Structural Equation Modeling (SEM). Statistical rigor was ensured through reliability, validity, and discriminant validity tests, alongside model fit indices. The results reveal that all dimensions of green marketing strategies have a statistically significant positive impact on brand reputation. Green promotion strategy emerged as the most influential factor, followed by green product, pricing, and distribution strategies. The findings indicate that Saudi consumers are increasingly aware of environmental sustainability and demonstrate a preference for brands that actively adopt environmentally responsible practices. Furthermore, the study confirms that green marketing has evolved from a mere promotional tool into a core strategic asset, crucial for strengthening brand image, building customer trust, and enhancing competitive positioning. Based on these findings, the study recommends that global coffee chains bolster their green promotion efforts through transparent and credible sustainability communication. It is also advised that companies deepen their commitment to sustainable operations, specifically by prioritizing sustainable packaging and reducing plastic consumption. Additionally, firms should integrate sustainability into the overall customer experience and improve communication regarding green logistics. Finally, the study suggests that future research explore mediating and moderating variables such as customer trust, green brand loyalty, and sustainable consumer behavior to further enrich the understanding of this domain.
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