Improving attitudes toward brands with environmental associations: an experimental approach

Purpose - The purpose of this article is to determine the relative importance of the ecological attribute when other attributes referring to the functional performance of a brand are taken into account, and check the effectiveness of environmental labels.Design methodology approach - The paper estab...

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Bibliographic Details
Published in:The Journal of consumer marketing 2006-01, Vol.23 (1), p.26-33
Main Authors: Montoro Rios, Francisco J., Luque Martínez, Teodoro, Fuentes Moreno, Francisca, Cañadas Soriano, Paloma
Format: Article
Language:English
Subjects:
Attitudes
Brand equity
Consumer attitudes
Consumers
Environmental conditions
Environmental management
Environmental performance
Green marketing
Hypotheses
Labeling
Labelling
Marketing
Purchase intention
Purchasing
Studies
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Summary:Purpose - The purpose of this article is to determine the relative importance of the ecological attribute when other attributes referring to the functional performance of a brand are taken into account, and check the effectiveness of environmental labels.Design methodology approach - The paper establishes an experiment in which 352 women responsible for the household shopping are exposed to different levels of environmental information. The study analyses the effect said information has on product attitude and purchase intention. In order to transmit the information, a leaflet specifically designed for the research was used.Findings - This study confirms the presence of a positive effect of environmental associations on brand attitude, though this effect is smaller than that of other functional attributes. It also demonstrates that using independent environmental certifications strengthens beliefs in the product's ecological performance.Research limitations implications - The use of washing powder can limit the feasibility of extrapolation of the results to other products. Therefore, a replication in other product categories is necessary advisable.Practical implications - In the light of the results, using environmental associations certified by independent bodies is recommended. This would help improve both brand attitude and brand equity.Originality value - This paper increases the knowledge about the precise commercial usefulness of environmental associations in relation with other attributes.
ISSN:0736-3761
2052-1200
DOI:10.1108/07363760610641136