Browsing by Subject "S-O-R model"

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

Zhai, Qiaoyu; Yi, Xiaoyu (Rajamangala University of Technology Rattanakosin, 2025)

This paper uses Coca-Cola's "labelless bottle," launched in 2023, as a case study to explore the mechanisms by which green packaging influences consumer brand attitudes and purchasing behavior. Based on the stimulus-o ...