International Review of Management and Marketing | 2026
Authors: Vitayapiruks R.; Nutittamont W.; Phayaphrom B.
DOI: 10.32479/irmm.23133
Journal: International Review of Management and Marketing
Year: 2026
Publisher: Econjournals
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The shifting consumer preference towards eco-friendly packaging and rising awareness regarding the negative effects of traditional packaging on the environment is augmenting the demand for the green packaging. This research aims to reveal the effect of green packaging of food products, which is communicated through digital content marketing activities on social media, which further affects the brand and purchase intention. The research emphasizes the concepts of digital content marketing, customer-based brand equity, and purchase intention. This study assessed the effect of digital content marketing (DCM) of food products with green packaging on customer-based brand equity’s dimensions, including brand awareness (BA), brand image (BI), and brand loyalty (BL); and then the effect of DCM on the purchase intention (PI) among Gen Y consumers in Thailand. The study also assessed the interrelation among the customer-based brand equity’s dimensions (BA, BI, and BL) and their effects on the purchase intention (PI). This quantitative research gathered data from 500 respondents who were Gen Y consumers (23-43 years old) in Thailand through an online questionnaire survey on Google Forms. Statistical software was applied for conducting the Structural Equations Modelling (SEM). SEM analysis is based on a two-step approach comprising of Measurement Model Assessment and Structural Model Assessment. The results revealed the effect of DCM on BA which was positive and significant in this study. The results revealed that there was no effect of DCM on BI and BL in this study. The results also revealed that the effect of DCM on PI was positive but insignificant in this study. The results revealed that only the effect of BI on BL was significant in this study, with a positive effect. In addition, the results revealed that the effect of BI on PI was positive and significant in this study. It is recommended that the quality of content plays a significant role in creating a brand image, which in turn will have more positive effect on consumer buying intention. Creative content about the brand’s CSR activities and environmental campaigns should be used on social media. © 2026 Econjournals. All rights reserved.
Brand Awareness; Brand Equity; Brand Image; Brand Loyalty; Digital Content Marketing; Green packaging; Purchase Decision