The impact of green logistics on brand image and consumer purchasing behavior

Abstract: This study explores the influence of green logistics practices on brand image and consumer purchasing behavior within the urban and commercial context of Agadir, Morocco. Using an explanatory sequential mixed-methods approach, the research integrates qualitative insights from semi-structured interviews with logistics managers and quantitative data from a survey of 224 consumers. To ensure methodological rigor, qualitative data were analyzed using NVivo, which enabled thematic coding and the generation of visual insights such as word clouds. These insights guided the construction of the consumer questionnaire. The quantitative phase, processed through SPSS, included descriptive, reliability, and regression analyses to examine the hypothesized relationships among green logistics, brand perception, consumer trust, and purchase intentions. The findings reveal that while green logistics practices are generally perceived positively and contribute to enhancing brand trust, their direct influence on purchasing decisions may vary. Additionally, not all proposed relationships were supported, indicating a complex and context-sensitive dynamic between sustainability practices and consumer behavior. This research contributes to both academic and managerial understanding by highlighting the dual role of green logistics as an operational and strategic marketing tool, particularly in emerging markets like Agadir where environmental awareness is growing but purchasing behavior remains nuanced. Keyword: Green Logistics, Brand Image, Consumer Behavior, Sustainability Marketing, Digital Marketing.