The influence of green marketing on brand affinity of select coffee shops: A moderated mediation analysis

The influence of green marketing on brand affinity of select coffee shops: A moderated mediation analysis

This paper examined the influence of green marketing (GM) on coffee shops’ brand affinity (BA). It further investigated the mediating and moderating effects of digital advertising and greenwashing respectively. Respondents of this study involved 221 customers of the top four Brands of Coffee Shops i...

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Bibliographic Details
Main Author: Santos, Francia R.
Format: text
Published: Animo Repository 2022
Subjects:
Green marketing
Internet advertising
Greenwashing
Coffee shops
Marketing
Online Access:https://animorepository.dlsu.edu.ph/faculty_research/11292
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Institution: De La Salle University

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https://animorepository.dlsu.edu.ph/faculty_research/11292

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