| Summary: | Purpose – The objective of this study was to review existing research on environmentally
friendly marketing and to gain a more profound understanding of green branding as one
possible marketing tool to positively influence consumers’ attitudes. In this respect, different
types of green brand messages were assessed against each other and their effects on
consumers’ attitudes and purchase intentions were tested.
Design and Methodology – A conceptual framework was developed based on the dual
mediation model and applied to green branding. Four advertisements for the hypothetical
sustainable coffee brand “coffeeVERDE” were designed, each stressing different brand
benefits (no specific appeal, functional appeal, emotional appeal and functional-emotional
appeal). 100 people participated in the study, consisting of four sub-samples with 25 people
respectively. Each sub-sample was exposed to one of the four advertisements and filled in
an online questionnaire afterwards. Responses were analysed with the SPSS software,
using Analysis of Variance and Hierarchical Regression Analysis.
Findings – All 100 study participants demonstrated high concern for the environment. The
findings suggest that the advertisements with a specific brand message were generally
perceived and evaluated more favourably than the ad without a clear appeal. Furthermore, a
brand message with combined functional-emotional appeal seems the most promising
approach to influence consumers’ attitudes positively and to increase purchase intention.
Research limitations/implications – In spite of interesting findings, the validity of this study
is limited by the research design and the sample used. The results suggest that a clear and
compelling branding strategy can reach consumers and can be used to build a sustainable
competitive advantage, stressing emotional benefits to the individual whilst simultaneously
providing relevant information about environmentally friendly aspects. Further research in
this area is therefore strongly encouraged.
Originality/value – The paper contributes to the existing body of research in the field of
green marketing and looks at it from a branding angle, providing evidence for the
effectiveness of green branding and varying message appeals. Given that environmental
problems and attempts to ensure a more sustainable future are important contemporary
issues, the findings of the study are valuable for academics and practitioners.
|
|---|