An experimental study of the effect of green positioning on brand attitude
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Published
18-09-2018
Patrick Hartman
Francisco Javier Forcada Sainz
Vanessa Apaolaza Ibáñez
Abstract
Reducing the environmental impact of a product or its manufacturing process not necessarily limits the company's activities. In the context of a green branding strategy, it might as well open new business opportunities. Ecological positioning provides a strategic tool for the active implementation of green brands. The empirical study shows that more positive attitudes are developed towards a brand positioned by environmental attributes and that these effects vary as a result of the implementation of different types of ecological positioning strategies. Although most researchers in ecological marketing recommend rational persuasion strategies, in this study the effect of an ecological positioning by emotional brand benefits appears to be even stronger than effects of rational perceptions of functional benefits for the environment.
How to Cite
Hartman, P., Forcada Sainz, F. J., & Apaolaza Ibáñez, V. (2018). An experimental study of the effect of green positioning on brand attitude. Cuadernos De Gestión, 4(1), 83–95. https://doi.org/10.5295/cdg.19186ph
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Keywords
Ecological Marketing, Ecological Positioning, Branding
References
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CHILDERS, T. L.; HOUSTON, M. J. (1984): «Conditions for a picture-superiority effect on consumer memory», Journal of Consumer Research, 11, pp. 643-654.
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KALS, E.; SCHUMACHER, D. y MONTADA, L. (1999): «Emotional affinity toward nature as a motivational basis to protect nature», Environment and Behavior, vol. 31, n.º 2, March, pp. 178-202.
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ORTEGA MARTÍNEZ, E. (1992): Manual de investigación comercial. Pirámide, Madrid.
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OTTMAN, J. A. (1994): Green Marketing. NTC Business Books, Lincolnwood.
PEATTIE, K. (1995): Environmental Marketing Management. Pitman Publishing, London.
PICKETT, G. M.; KANGUN, N. y GROVE, S. J. (1995): «An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior», en POLONSKY, M. J. y MINTU-WIMSATT, A. T. (1995): Environmental Marketing: Strategies, Practice, Theory, and Research. New York, The Haworth Press, pp. 77-99.
POLONSKY, M. J. y MINTU-WIMSATT, A. T. (1995): Environmental Marketing: Strategies, Practice, Theory, and Research. The Haworth Press: New York.
RITOV, I. y KAHNEMANN, D. (1997): «How People Value the Environment. Attitudes Versus Economic Values», en BAZERMANN, M. H.; MESSICK, D. M.; TENBRUNSEL, A. E. y
WADE-BENZONI, K. A. (Eds.): Environment, Ethics, and Behavior. San Francisco, The New Lexington Press, pp. 33-51.
SANZ DE LA TAJADA, L. A. (1999): «Procesos y métodos del posicionamiento analítico», IPMark, 531, Noviembre, pp. 40-42.
SMITH, S. M.; HAUGTVEDT, C. P. y PETTY, R. E. (1994): «Attitudes and Recycling: Does the Measurement of Affect Enhance Behavioral Prediction?», Psychology and Marketing, vol. 11 (4), pp. 359-374.
STONE, G.; BARNES, J. H. y MONTGOMERY, C. (1995): «Ecoscale: A Scale for the Measurement of Environmentally Responsible Consumers», Psychology & Marketing, vol. 12 (7), October, pp. 595-612.
SWENSON, M. R.; WELLS, W. D. (1997): «Useful Correlates of Pro-Environmental Behavior», en GOLDBERG, M. E.; FISHBEIN, M. y MIDDLESTADT, S. E. (Ed.): Social Marketing, Theoretical and Practical Perspectives. Lawrence Erlbaum, Mahwah, New Jersey, pp. 91-109.
AAKER, D. A. (1996): Construir Marcas Poderosas. Ediciones Gestión 2000, Barcelona.
AJEZEN, I. y FISHBEIN, M. (1980): Understanding Attitudes and Predicting Social Behavior. Prentice Hall, Englewood Cliffs, NJ.
ANDERSON, W. T. JR. y CUNNINGHAM, W. H. (1972): «The Socially Conscious Consumer», Journal of Marketing, 36 (July), pp. 23-31.
CALOMARDE, J. V. (2000): Marketing Ecológico. Pirámide, Madrid.
CARSON, R. (1962): Silent Spring. Houghton Mifflin, Boston.
CHILDERS, T. L.; HOUSTON, M. J. y HECKLER, S. E. (1985): «Measurement of individual differences in visual versus verbal information processing», Journal of Consumer Research, 12, pp. 125-134.
CHILDERS, T. L.; HOUSTON, M. J. (1984): «Conditions for a picture-superiority effect on consumer memory», Journal of Consumer Research, 11, pp. 643-654.
CODDINGTON, W. (1993): Environmental Marketing. McGraw-Hill, New York.
COPE, D. y WINWARD, J. (1991): «Information failures in green consumerism», Consumer Policy Review, vol. 1 (2), April, pp. 83-86.
DAVIS, J. J. (1993): «Strategies for Environmental Advertising», Journal of Consumer Marketing, vol. 10, n.º 2, pp. 19-36.
DÍEZ DE CASTRO, E.; LANDA BERCEBAL, J. (1994): Investigación en Marketing. Civitas, Madrid.
EASTERLING, D.; KENWORTHY A.; NEMZOFF R. y COLLEGE B. (1996): «The greening of advertising: A twenty-five year look at environmental advertising», Journal of Marketing - Theory and Practice, Winter, pp. 20-34.
FINGER, M. (1994): «From Knowledge to Action? Exploring the Relationships Between Environmental Experiences, Learning, and Behavior», Journal of Social Issues, 50, pp. 179-197.
FISHBEIN, M. y MIDDLESTADT, S. (1995): «Noncognitive effects on attitude formation and change: Fact or artifact», Journal of Consumer Psychology, 4 (2), pp. 181-202.
FULLER, D. A. (1999): Sustainable Marketing. Sage Publications, Thousand Oaks.
GRUNERT-BECKMANN, S. C. y ASKEGAARD, S. (1997): «“Seeing With the Mind’s Eye”: On the use of pictorial stimuli in Values and Lifestyle Research», en KAHLE, L. R. y CHIAGOURIS, LARRY (1997): Values, Lifestyles and Psychographics. Mahwah, New Jersey, Lawrence Erlbaum, pp. 161-181.
HENION II, K. E. (1976): Ecological Marketing. Grid, Columbus, Ohio.
HINES, J. M.; HUNGERFORD, H. R. y TOMERA, A. N. (1987): «Analysis and Synthesis of Research on Responsible Environmental Behavior: A Meta-Analysis», Journal of Environmental Education, 18, pp. 1-8.
HOLBROOK, M. B. y MOORE, W. L. (1981): «Feature interactions in consumer judgements of verbal versus pictorial presentations», Journal of Consumer Research, 8, 103-113.
HOPFENBECK, W. (1993): Dirección y marketing ecológicos. Ediciones Deusto, Madrid.
KAHLE, L. R. y CHIAGOURIS, L. (1997): Values, Lifestyles and Psychographics. Mahwah, New Jersey, Lawrence Erlbaum, pp. 161-181.
KALAFATIS, S. P.; POLLARD, M.; EAST, R. y TSOGAS, M. H. (1999): «Green marketing and Ajzen’s theory of planned behavior: a cross-market examination», Journal of Consumer Marketing, vol. 16, n.º 5, pp. 441-460.
KALS, E.; SCHUMACHER, D. y MONTADA, L. (1999): «Emotional affinity toward nature as a motivational basis to protect nature», Environment and Behavior, vol. 31, n.º 2, March, pp. 178-202.
KASSARJIAN, H. H. (1971): «Incorporating Ecology into Marketing Strategy: The Case of Air Pollution», Journal of Marketing, vol. 35, Julio, pp. 61-65.
KINNEAR, T. C., TAYLOR, J. R. y AHMED, S. A. (1974): «Ecologically concerned consumers: Who are they?», Journal of Marketing, vol. 38, April, pp. 20-24.
KINNEAR, T. C. y TAYLOR, J. R. (1973): «The Effect of Ecological Concern on Brand Perceptions», Journal of Marketing Research, vol. 10, Mayo, pp. 191-197.
KROEBER-RIEL, W. (1991): Strategie und Technik der Werbung, Stuttgart, Kohlhammer.
KROEBER-RIEL, W. (1992): Konsumentenverhalten, Muenchen, Franz Vahlen.
LEAL LÓPEZ, F. J. (1996): «Influencia de la Publicidad Comparativa Medioambiental en el Posicionamiento de la Empresa», Cuadernos de Cc. Ecos. y Empresariales, 29, pp. 87-97.
LEOPOLD, A. (1949): A sand county almanac. Oxford University Press. Reedited Ballantine. New York, USA, 1970.
LOUVIERE, J.J.; SCHROEDER, H.; LOUVIERE, C. H. y WOODWORTH, G. C. (1987): «Do the parameters of choice models depend on differences in stimulus presentation: Visual versus verbal presentation?», en WALLENDORF, M. y ANDERSON, P. (Ed.): Advances in consumer research, vol. 14, pp. 79-82.
MEFFERT, H. y KIRCHGEORG, M. (1993): Marktorientiertes Umweltmanagement, Stuttgart, Schaeffer-Poeschel.
ORTEGA MARTÍNEZ, E. (1992): Manual de investigación comercial. Pirámide, Madrid.
ORTIGUEIRA BOUZADA, M. y ORTIGUEIRA SÁNCHEZ, M. (2001): «El sistema sanitario público, sus servicios y sus responsables: creación y pilotaje de su imagen», Cuadernos de Gestión, Vol.1, N.º 1, Febrero, pp. 67-103.
OTTMAN, J. A. (1994): Green Marketing. NTC Business Books, Lincolnwood.
PEATTIE, K. (1995): Environmental Marketing Management. Pitman Publishing, London.
PICKETT, G. M.; KANGUN, N. y GROVE, S. J. (1995): «An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior», en POLONSKY, M. J. y MINTU-WIMSATT, A. T. (1995): Environmental Marketing: Strategies, Practice, Theory, and Research. New York, The Haworth Press, pp. 77-99.
POLONSKY, M. J. y MINTU-WIMSATT, A. T. (1995): Environmental Marketing: Strategies, Practice, Theory, and Research. The Haworth Press: New York.
RITOV, I. y KAHNEMANN, D. (1997): «How People Value the Environment. Attitudes Versus Economic Values», en BAZERMANN, M. H.; MESSICK, D. M.; TENBRUNSEL, A. E. y
WADE-BENZONI, K. A. (Eds.): Environment, Ethics, and Behavior. San Francisco, The New Lexington Press, pp. 33-51.
SANZ DE LA TAJADA, L. A. (1999): «Procesos y métodos del posicionamiento analítico», IPMark, 531, Noviembre, pp. 40-42.
SMITH, S. M.; HAUGTVEDT, C. P. y PETTY, R. E. (1994): «Attitudes and Recycling: Does the Measurement of Affect Enhance Behavioral Prediction?», Psychology and Marketing, vol. 11 (4), pp. 359-374.
STONE, G.; BARNES, J. H. y MONTGOMERY, C. (1995): «Ecoscale: A Scale for the Measurement of Environmentally Responsible Consumers», Psychology & Marketing, vol. 12 (7), October, pp. 595-612.
SWENSON, M. R.; WELLS, W. D. (1997): «Useful Correlates of Pro-Environmental Behavior», en GOLDBERG, M. E.; FISHBEIN, M. y MIDDLESTADT, S. E. (Ed.): Social Marketing, Theoretical and Practical Perspectives. Lawrence Erlbaum, Mahwah, New Jersey, pp. 91-109.
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