Green pride in sustainable versus premium brand decisions

Marketing Intelligence & Planning Pub Date : 2022-06-13 DOI:10.1108/mip-03-2022-0117

Cecilia Souto Maior, Danielle Mantovani, D. C. Pinto, Mário Boto Ferreira

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引用次数: 1

Abstract

PurposeEarlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride.Design/methodology/approachThree experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3).FindingsThe findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands.Originality/valueThe study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.

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可持续发展与优质品牌决策的绿色自豪感

早期的研究表明，品牌选择可能会表现出不同的身份信号，如绿色品牌的利他主义和仁慈，或高档品牌的高地位和排他性。这项研究通过探索选择绿色(相对于高端)品牌如何让消费者感到真实(相对于傲慢)的自豪感，为文献增添了新的内容。设计/方法/方法进行了三项实验研究，以检验与绿色与优质选择(研究1-3)、公共责任(研究2)和预期判断的潜在过程(研究3)相关的假设。研究结果表明，选择绿色(相对于优质)品牌会导致更高的真实自豪感和更低的傲慢自豪感。然而，只有当消费者的品牌选择是公开可问责的时，才会观察到绿色骄傲效应。最后，预期判断介导了绿色(与高端)品牌驱动的真实自豪感的变化。独创性/价值本研究的发现对绿色消费者行为的文献和实践做出了重大贡献，提供了绿色(与优质)品牌可以在比较决策中触发不同的自豪感模式的主要证据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Marketing Intelligence & Planning

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