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Szász Tünde – Táskai Ottilia – Hlédik Erika (2023): A környezettudatosság és az egészségtudatosság hatása a csomagolásmentes boltok márkaközösségében

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Szász Tünde – Táskai Ottilia – Hlédik Erika (2023): A környezettudatosság és az egészségtudatosság hatása a csomagolásmentes boltok márkaközösségében. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 pp. 300–310. DOI:10.62561/EMOK-2023-24

DOI

https://doi.org/10.62561/EMOK-2023-24

Authors

  • Tünde, Szász. Eötvös Lóránd Tudományegyetem.
  • Ottilia, Táskai. Eötvös Lóránd Tudományegyetem.
  • Erika, Hlédik. Eötvös Lóránd Tudományegyetem.

Abstract

The Impact of Environmental Consciousness and Health Awareness on the Brand Community of Package-Free Stores

The aim of this research was to empirical examine the influence of environmental awareness and health consciousness on brand relationship quality in package-free stores. The data was collected through an online questionnaire survey, using a convenience sampling method, from 140 consumers who actively shop at package-free stores in Hungary. The study model was developed based on prior research. The analysis was conducted using the PLS-SEM method. The reliability of the scales was assessed using Cronbach's alpha coefficient and composite reliability. Additionally, discriminant validity was evaluated using the Fornell-Larcker criterion, and convergence validity was assessed using the average variance extracted (AVE). Our findings indicate that environmental awareness influences brand relationship quality, while health consciousness does not affect it, but increases confidence. Furthermore, we found that environmental consciousness has both a direct and indirect impact on brand relationship quality, specifically through brand trust and functional congruity.

environmental consciousness health consciousness brand relationship quality functional congruity brand trust

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

Details

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