Enhancing green brand value: influences of brand image, packaging, and eco innovation on consumer electronics purchase decisions- South Indian Standpoint

Key Points

• This research aims to explore how brand image, packaging, and eco innovation affect consumer decisions for electronics in South India.
• Analyzed consumer perceptions through surveys and focus groups.
• Investigation of packaging features and brand narratives.
• Assessment of eco innovation impacts on purchasing behavior.
• Positive correlation between strong brand image and purchase intention.
• Eco innovation significantly increases consumer interest in electronics.
• Effective packaging enhances perceived brand value and influences buying decisions.