Resumen de The mediating roles of green brand image and attitude of green branding in the relationship between attachment of green branding and excessive product packaging in Thai sports manufacturing firms

Chayanan Kerdpitak, Witthaya Mekkham

• The purpose of the study is to narrow down the identified research gap by testing the impact of excessive packaging on green brand attachment empirically. Moreover, the study has analysed the role of green brand image and green brand attitude as mediators in the specified relation. It is expected that the damages caused to brand images by the excessive packaging are revealed by the research findings. This can support the enterprises in the development of strategy for green product packaging from the perspective of consumers. To achieve the objectives of the current study the data is collected from the consumer of sports industry. The SEM-PLS is used to analyses the data. The findings of the study suggest that the focus of consumers is more on the issues for protecting environment regarding green brands. This financial burden of the consumers is increased through excessive packaging along with a lot of waste. the study addressed the damage, which can be caused to the brand. It has been revealed through results that there is negative relation of excessive packaging of product with the green brand attitude of consumer and green brand image awareness. The green brand attachment is influenced positively by the green brand image and green brand attitude. The green brand attachment of consumer is influenced by the green brand image and green brand attitude through excessive packaging of product.