Green branding effects on consumer response: examining a brand stereotype-based mechanism

Abstract

Purpose This study aims to develop a comprehensive conceptual framework to investigate how green brand positioning strategies positively impact consumer response. It focusses on uncovering the causal mechanism in which such effect is mediated by brand stereotypes. Additionally, it outlines the moderating role of construal level in this formation process. Design/methodology/approach Three experimental studies were conducted to examine the hypotheses. Study 1 tests the positive influence of green brand positioning on consumer response. Study 2 tests the dual mediating effect of warmth and competence in the relationship between green brand positioning and consumer response. Study 3 further examines the moderating role of construal level in the effects of green brand positioning on brand stereotypes. Findings The findings reveal that green emotional positioning strategies are predominantly stereotyped as warm while green functional positioning strategies are predominantly stereotyped as competent. Both warm and competent mediate the effects of green brand positioning on consumer response. Furthermore, a congruency between green emotional positioning and high-level construal, as well as the match between green functional positioning and low-level construal, leads to more warmth and competence perception. Originality/value This study contributes to green brand management literature by proposing a brand stereotype-based mechanism to explain how green brand positioning strategies trigger consumers’ stereotyping process, leading to positive consumer response. This study also identifies the construal level as a moderating variable that impacts consumers’ warmth and competence perceptions towards two kinds of green brand positioning strategies. Managerially, the findings of this study provide managerial ideas for developing green branding strategies.

Modelling of Social Media Marketing and Green Purchasing Intention

“…Social media marketing enhances the customer experience when purchasing products. We chose this product because it is driven by customer experience [7], [8]. This gives customers the urge and emotion to choose the most independent brand possible and buy the right product brand.…”

“…In addition, current research focuses on the outcomes of green branding strategies in developed countries. For example, China, which has the second largest economy in emerging green markets, is not included in this regard [7], [17], [22]. Based on the above discussion, this survey raises the following questions: (1) What are the factors that determine the intent to purchase eco-friendly materials?…”

“…One of the benefits of communicating on social media platforms is direct access to customers. Customers frequently ask for information about social media that can raise brand awareness and build good relationships with the brand [7], [12], [23].…”

“…Eco-friendly buying intentions, on the other hand, are a clear sign of a customer's willingness to buy eco-friendly products that reduce pollution and conserve natural resources. Attitudes towards green brands and green purchasing intentions show that people act in an environmentally friendly way and react positively to their green marketing strategies [7], [9], [12].…”

The bond between country and brand stereotypes: insights on the role of brand typicality and utilitarian/hedonic nature in enhancing stereotype content transfer

“…Such consumer beliefs include perceptions of brands' personality (Ivens et al, 2015), beliefs about brands' globalness/localness (e.g. Davvetas and Halkias, 2019), the style of brand interaction (Wu et al, 2017), brands' green positioning strategies (Gong et al, 2020) and even perceptions of organizations' Internet domain name (.com vs. .org;Aaker et al, 2010). Thus, the assumption that the content of brand stereotypes is a simple reflection of the underlying country stereotypeseven under conditions of high typicality (see below)is not warranted.…”