Green marketing and brand image: Case study in a water distribution company
DOI:
https://doi.org/10.51252/race.v4i1.814Keywords:
sustainability, perception, competitiveness, environmental responsibility, business strategyAbstract
Green marketing has become an essential strategy to improve brand image, especially in emerging markets where consumers show a growing interest in responsible environmental practices. The objective of this study was to determine the relationship between green marketing and brand image in a table water distributor. A quantitative approach was used, with a non-experimental, cross-sectional design, applying surveys to a sample of 258 customers. The results revealed that 55% of the respondents perceived green marketing as fair, while 32% considered it bad and only 13% evaluated it as good. As for brand image, 56% rated it as fair, 27% as poor and 17% as good. The correlation between both variables was positive and moderate (Rho = 0.546; p = 0.000), with a coefficient of determination of 29.81 %, indicating that green marketing partially explains brand perception. These findings suggest the need to strengthen sustainable practices and effective communication to improve public perception and business competitiveness.
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Copyright (c) 2025 Katherine Shiller Schrader-Iñapi, Juan Carlos Schrader-Iñapi, José Gabriel Arévalo-Arévalo, Vernning Sánchez-Córdova, Khunji Marilyn Alarcón-Jiménez
This work is licensed under a Creative Commons Attribution 4.0 International License.
