The Impact of Green Packaging on Consumer Brand Attitudes and Purchasing Behavior: A Case Study of Coca-Cola's "No Label Bottle" Marketing

Abstract

       This study uses Coca-Cola’s “labelless bottle,” in 2023, as a case study, exploring how green packaging influences consumer brand attitudes and purchasing behavior. By the stimulus-organism-response (S-O-R) model and theory of planned behavior (TPB), a multivariate mediation-moderation model was constructed, incorporating green packaging, brand attitudes, brand identity perceptions, environmental awareness, and purchase intention. A questionnaire survey collected 360 valid responses. Structural equation modeling (SEM) was employed for hypothesis testing. The results show that (1) green packaging significantly improves consumers’ brand attitudes (β = 0.428, p < 0.001) and brand identity perceptions (β = 0.386, p < 0.001), (2) brand attitudes and brand identity perceptions significantly and positively affect purchase intention (β = 0.483 and 0.312, respectively, p < 0.001), partially mediating the relationship between green packaging and purchase intention, and (3) environmental awareness significantly moderates the effects of green packaging on brand attitudes and purchase intention, with stronger effects among consumers with higher environmental awareness. This study extends S-O-R and TPB to green consumption by incorporating brand identity perception and environmental awareness. It recommends strengthening brand identity design, differentiated environmental communication, and avoiding greenwashing. Limitations include sample representativeness and cross-sectional data. Future research should adopt cross-cultural, cross-industry, and longitudinal designs.