Effects of Green Seals of Approval on Brand Perceptions
2012 (English)In: EAA Advances in Advertising Research (Vol. III) / [ed] M. Eisend et al., Gabler Verlag/GWV Fachverlage GmbH, 2012, 81-92 p.Conference paper (Refereed)
Numerous studies have found consumers to be concerned about the environment and incorporate “green” (environmental) concerns in their brand evaluations and purchase decisions. This leads to an expectation that green seals of approval should improve consumers’ brand perceptions. But what type of brands would benefit most from these seals? It is here proposed that symbolic brands would benefit more from a green seal of approval than functional brands. This was investigated in an experimental study. Results failed to support the hypotheses, but suggest several routes for further research on the topic.
Place, publisher, year, edition, pages
Gabler Verlag/GWV Fachverlage GmbH, 2012. 81-92 p.
advertising effects, green seals of approval
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-77446DOI: 10.1007/978-3-8349-4291-3_7OAI: oai:DiVA.org:su-77446DiVA: diva2:532804
The 10th International Conference on Research in Advertising (ICORIA)