Green Branding and its Effects on Consumer Attitudes An Empirical Study using the Example of Sustainable Coffee

Haefke, Juliane (2012) Green Branding and its Effects on Consumer Attitudes An Empirical Study using the Example of Sustainable Coffee. [Dissertation (University of Nottingham only)] (Unpublished)

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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.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 08 Apr 2013 12:29
Last Modified: 24 Oct 2016 19:41

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