Marketing to Consumers in Different Shades of Green: The Case of Chiquita Bananas/Rainforest Alliance
2010 (English)In: Corporate Social Responsibility: Challenges and Practices / [ed] Peter Dobers, Stockholm: Santérus Academic Press Sweden, 2010, 121-146 p.Chapter in book (Refereed)
This paper revolves around Swedish consumers’ perceptions of a TV marketing campaign informing about the certification of Chiquita bananas by the non-profit organization Rainforest Alliance. The certification means that Chiquita bananas have become more environmentally friendly, though not as friendly as to be marketed as ecological in Sweden, making this an interesting case to study. Through interviewing and surveying banana purchasers in the store, it was found that awareness of the campaign had a positive influence on the chain of advertising effects, but that more ecologically aware consumers, as well as consumers more sceptical to advertising, were less inclined to purchase, and had a more negative attitude to, the Chiquita brand. However, there was no relation between ecological awareness and ad scepticism in this sample. Implications for the marketing of (more or less) green products are discussed.
Place, publisher, year, edition, pages
Stockholm: Santérus Academic Press Sweden, 2010. 121-146 p.
Advertising effects, green seals of approval, corporate social responsibility
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-77454ISBN: 9789173350129OAI: oai:DiVA.org:su-77454DiVA: diva2:532821