Quick-commerce: green initiatives on customer brand engagement
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 5 February 2024
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.
Keywords
Acknowledgements
We thank the previous reports as sources for their incredibly valuable recommendations to enhance the research structure for performing this study.
Funding: This research work did not receive any funding.
Conflicts of interest: The authors declare that they do not have a conflict of interest.
Citation
Lavuri, R., Kokatnur, S. and Thaichon, P. (2024), "Quick-commerce: green initiatives on customer brand engagement", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-05-2023-0396
Publisher
:Emerald Publishing Limited
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