Green marketing strategies in the dairy sector: Consumer‐stated preferences for carbon footprint labels

Canavari, Maurizio; Coderoni, Silvia

doi:10.1002/jsc.2264

Cited by 46 publications

(49 citation statements)

References 37 publications

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“…Many companies identify their green brand extensions as eco-friendly with ecolabels. Such labels are used as a heuristic in decision making and as having an important influence on consumers' evaluations of products (Alamsyah et al 2020;Canavari and Coderoni 2019). Our research highlights that the use of ecolabeling must be considered in the context of the sender; giant corporations with a poor environmental reputation generate distrust; thus, official unimpeachable certificates are needed to mitigate these conditions.…”

Section: Discussionmentioning

confidence: 89%

“…Consumers use a variety of methods to reduce risks such as the selection of well-known brands, brand loyalty, endorsement of others, or certification and labeling as a cue (Aaker and Keller 1992;Grasby et al 2021;Liang and Fu 2021;Suki 2013). In the case of green products, ecolabels are reported as having an important influence on consumers' perception and evaluations of products (Alamsyah et al 2020;Canavari and Coderoni 2019). Accordingly, brands increasingly provide more detailed environmental information about their products and services (Taufique et al 2017); however, ecolabeling needs to be specific about the ingredients and carbon footprint (Kotler 2011).…”

Section: Ecolabelingmentioning

confidence: 99%

“…Ecolabels are often visualized with green color codes and described with terms like "eco," "bio," "organic," "fair trade" and "vegan." However, such ecolabeling schemes are intended to work as heuristics to support decision making and provide transparency, differentiation, and reduce information search costs (Canavari and Coderoni 2019;Hutchinson et al 2013;Sharma and Kushwaha 2019). Promotion of ecolabels can be observed in various forms: proprietary developments of established brands, government certificates, and neutral non-governmental labels populate product packaging.…”

Section: Ecolabelingmentioning

confidence: 99%

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Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

et al. 2022

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We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well as consumer perceptions.(1) Employing a qualitative content analysis, we explore and explicate characteristics of 37 green brand extensions. (2) We discuss green brand extensions in four focus groups and categorize facets of consumer skepticism. (3) To deepen and triangulate the findings, we conduct 50 interviews with consumers with a wide range of environmental involvement. Our theoretical sampling offers rich insights into perspectives of consumers, however, limited to personal reflections on a subset of brands in the German FMCG market. First, we unveil three characteristics of green brand extensions, based on their benefits and beneficiaries. Moreover, we emphasize that in contrast to the original brand extension theory, the main image transfer is intended to focus on reverse greening effects. Second, we note that consumer responses reflect various categories of skepticism around FMCG giants as originators of such extensions as well as their underlying intentions. In addition, we interpret different effects of ecolabeling linked to its sender. Third, we empirically demonstrate that consumers with a higher environmental involvement can be expected to scrutinize green brand extensions more critically. Moreover, we describe consumer perceptions and evaluations linked to brand loyalty and brand knowledge.

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Section: Discussionmentioning

confidence: 89%

Section: Ecolabelingmentioning

confidence: 99%

Section: Ecolabelingmentioning

confidence: 99%

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Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

et al. 2022

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“…Considering the definition provided in [31], meeting consumer expectations while reducing the environmental impact of the organization can be viewed as green marketing [32,33]. This approach fits particularly well with the context of fruit production, especially if the use of resources is reduced and if the enterprises adopt plans to reduce waste and pollution.…”

Section: Business Model Innovationmentioning

confidence: 99%

Interpreting Environmental Impacts Resulting from Fruit Cultivation in a Business Innovation Perspective

2020

Self Cite

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Sustainability of food production is a major concern today. This study assessed the environmental impact of fruit production and discussed business implications for sustainability. Data were collected from three agricultural enterprises growing six species of fruit, extending over a total of 34 hectares, and producing roughly one thousand tons of fruit per year. The results of the life-cycle assessment (LCA) showed that several production activities heavily impact the environment: in descending order of absolute terms, fruit refrigeration, agronomic operations, irrigation, and fertilizer use were recognized as the most impacting. Other activities, including agrochemical applications, planting, and plastic use for harvesting and packaging, showed overall lower impacts. The high environmental impact associated with most of the production activities emphasizes the need to make the primary food production cleaner, more resource-efficient, and less energy-intensive. Affordable incremental innovations able to reshape the way business is conducted in the context of primary food production are proposed, mainly relying on process rationalization and digital switchover. The analysis of the business path toward increased sustainability involves strategic issues, ranging from the reshaping of production processes to relationships with consumers, affecting value proposition, creation, and capture.

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“…During the past two decades, the importance of the concept of green marketing has been growing exponentially. This concept has become an imperative for minimizing environmental impact in tourism [2,3,4,5], cosmetics [6], food [7,8,9] industries. While past studies provide useful theoretical insights into the concept and benefits of green marketing decisions [5,7,9,10,11,12,13], there exists a lack of holistic viewpoint to the factors that determine the choice of green marketing orientation in modern organizations.…”

Section: Introductionmentioning

confidence: 99%

Factors affecting implementation of green marketing orientation

Vilkaitė-Vaitonė

Skačkauskienė

2020

SHS Web Conf.

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Traditional marketing is no longer able to address all the issues in modern markets. Global economic crisis, post-Brexit challenges, and changes in the landscape of corporate social responsibility are pushing marketing managers to build sustainability into the performance of the marketing mix. This leads to the development of new marketing philosophy, i. e. green marketing. Companies that implement green marketing orientation send a message to the stakeholders that they care about the society and the ecosystem. While past studies provide useful theoretical insight into the concept and benefits of green marketing decisions, a lack of holistic viewpoint to the factors that determine the choice of green marketing orientation in modern organizations exists. This lack stimulated authors of the paper to address the demand for an integrated analysis of green marketing factors. The article provides researchers and marketing managers with a comprehensive view to the factors affecting the choice of green marketing orientation. Theoretical analysis has shown that factors determining the choice of green marketing orientation can be of external or internal nature. Apart from that, all the factors are direct or indirect and differ in their manageability. The findings of the research present opportunities for researchers and managers to apply green marketing orientation. The article includes directions for future research and managerial implications.

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Green marketing strategies in the dairy sector: Consumer‐stated preferences for carbon footprint labels

Cited by 46 publications

References 37 publications

Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

Interpreting Environmental Impacts Resulting from Fruit Cultivation in a Business Innovation Perspective

Factors affecting implementation of green marketing orientation

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