How to earn a premium price: the effect of green marketing and brand coolness

IF 3.1 Q1 COMMUNICATION
J. Guerreiro, S. Loureiro, Jorge Nascimento, Miguel Duarte
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引用次数: 3

Abstract

PurposeThe current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.Design/methodology/approachBased on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.FindingsBrand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.Originality/valueThis study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.
如何赚取溢价:绿色营销与品牌酷炫的效果
目的本文旨在通过探讨两个绿色营销观念相反的全球品牌之间的差异,探讨品牌冷静如何调节策略性绿色营销导向(GMO)和支付意愿(WTP)之间的关系。设计/方法论/方法基于刺激-机体反应(S-O-R)框架,通过对272名参与者的调查,研究了战术转基因、品牌酷度和消费者WTP之间的关系,他们对英国石油公司(BP)和欧莱雅这两个不同品牌的绿色取向给出了自己的看法。通过焦点小组会议对变量集进行了调整和验证。FindingsBrand cooling被发现可以调节GMO对WTP的影响,对于这两个品牌来说,绿色营销确实会影响消费者对品牌的酷感。更重要的是,有证据表明,只有在“绿色品牌”(如欧莱雅)的情况下,对WTP的影响才是显著的,这为公司的环保政策的结果提供了新的启示。独创性/价值这项研究首次调查了转基因对消费者意图(WTP)和品牌感知(酷度)的作用的影响。对两个全球品牌的影响进行了比较,对其环境可持续性的看法截然不同。
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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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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