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A Critical Evaluation of selected
Green Branding Research Papers
Agenda
1. Summary of the Research Paper 1
2. Summary of the Research Paper 2
3. Research Paper Findings
4. Concluding Remarks –A Road to better Green
Branding Process
1. Green Branding Effects on Attitude: Functional vs
Emotional Positioning Strategies
Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005)
Marketing Intelligence & Planning Vol. 23 No. 1
2. Perception of Green Brand in an Emerging Innovative
Market
Maha Mourad , Yasser Serag Eldin Ahmed (2012)
European Journal of Innovation Management Vol. 15 No. 4
1. Green Branding Effects on Attitude: Functional vs
Emotional Positioning Strategies
Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005)
Marketing Intelligence & Planning Vol. 23 No. 1
2. Perception of Green Brand in an Emerging Innovative
Market
Maha Mourad , Yasser Serag Eldin Ahmed (2012)
European Journal of Innovation Management Vol. 15 No. 4
Part 1 -Research Paper I : Green Branding Effects on Attitude:
Functional vs Emotional Positioning Strategies
Research Scope
•The research study reported here was conducted under laboratory
conditions with once-only exposure to brand communications, and
focused on one brand in one product category.
Country of Origin : Spain
Research Purpose
• Propose set of strategic options for green brand
positioning, based either on functional brand attributes or
emotional benefits.
• Test the green brand positioning strategies against one
another
• And asses their effect on perceived brand positioning and
brand attitude. Functional Emotional
Green Brand Identity
THE BODY SHOP
“We believe there is only one way to be beautiful, natures way”
Against
animal
testing
Support
Communi
ty Trade
Protect
the
planet
Activate
self
esteem
Defend
human
rights
Source: http://www.thebodyshop.com/values/index.aspx
Green Brand Positioning
• Value preposition that is to be actively communicated
to the target audience.
• An active communication and differentiation of the
brand from its competitors through its
environmentally sound attributes.
• Effective communication cause to not only the
product be ecologically sustainable also
commercially successful.
Green Brand Positioning Strategy
Functional brand attributes
Aims to build brand association by delivering information on
environmentally sound product attributes.
 Does not deliver individual benefit
 Low motivation factor for brand purchase
 Easily imitate
 Consider only rational buyer behavior
 Reduce the flexibility of brand differentiation
GREEN BRAND POSITIONING
Functional Brand Attributes
Green Brand Positioning Strategy
Emotional brand benefits
 A feeling of well being – Personal satisfaction by
contributing to the improvement of the “ common good”
environment.
 Auto –expression benefits – Personal satisfaction by
exhibiting their environmental consciousness to others.
 Nature related benefits - stemming from sensation and
feelings experienced through contact with nature.
GREEN BRAND POSITIONING
Emotional Benefits A feeling well-being, Auto expression benefits, Nature related benefits
Research Approach
• Address the direction of the effect of green positioning on
brand attitude
• Assess the influence of functional or emotional green
positioning on brand attitude.
• What has the strongest effect on brand attitude, functional
or emotional?
Independent Variables
Visual Indicators
Part 2 -Research Paper II : Perception of Green Brand in an Emerging
Innovative Market
Research Scope
• The Research focused on the Egyptian population using
mobiles and living in Cairo with relatively high educational
level.
Country of Origin : Egypt
Research Rationale
• Environmental issues are increasing steadily due to
environmental pollution caused by the industrial
manufacturing..
• Drives the companies to accept the environmental
responsibility
• Many companies have gone beyond environmental
compliance and transformed their entire business
operations to be eco-efficient
Research Purpose
• To study main factors affecting green brand preference
and how it can be used to enhance the brand from
consumer perspective ….
• taking Egypt telecom industry as an example of an emerging
innovative market.
• conceptual framework to focus on four constructs;
Green brand image
Green satisfaction
Green trust
Green awareness
Research Purpose Contd...,
• Integrate existing frameworks to develop new conceptual
modeling to fit telecom industry
• Understand customer perception and factors enhancing
green brand preference
Green Marketing
• Green marketing strategy to respond green consumer
demands …
• Functional and experiential benefits
• Securing against regulations
• Business sustainability
• Competitive advantage
Green Marketing Contd..,
• “Going Green” - value addition through comprehensive
green value chain in a sustainable manner …
• Green Marketing Concepts:
• Green segmentation
• Green brand equity
• Green brand image
• Green satisfaction
• Green trust
• Green awareness
Conceptual framework
Research Approach
• Sample population
–302 respondents
–researchers selection/snowballing & referrals..
• Method – Survey with Questionnaire
- The conceptual model was tested through
questionnaire
Part 3 -Research Paper Findings
Research P1 –
Green Effects on Attitude
Research P2 -
Perceptions of Green Branding
•Have used a more on a generic sample
•Looked at relationship between emotional and
functional aspects of attitude changes
•Focused on a target industry , and different
demographics samples
•Looked at other researchers findings and
checked compliance
1. Relying on Keller’s (1993) differential
effect of the brand is a result of the
brand awareness and brand image
2. Chen’s (2009) the term of green brand
equity and considered green brand
image , green satisfaction and green
trust
3. Finisterra et al., (2009) mentioned
consumer demographics could play a
role in the consumers’ pro-
environmental behavior
Research Paper 1 –
Green Branding Effects on Attitude
 A combined strategy, which appeals to both environmental
consciousness and emotional benefits, will yield a stronger attitudinal
effect than either functional or emotional positioning strategies on their
own.
– An exclusively functional green brand positioning may fall short of
delivering individual benefits to customers, assuming rational decision
processes and limited capacity for brand differentiation.
– emotional green branding has the potential to overcome these
limitations, a purely emotional green position could lead to weaker
attitude effects, caused presumably by a possible misinterpretation of
vague green claims
 “Green” is not being used as a promotional tool, since there is a lack of
knowledge about the factors that can build a strong green brand for a
telecom operator.
 The effect of the factors on green brand preference wasn’t significantly
different for different genders, while it was significantly different for
different ages, income levels and education levels.
 Factors affect the green brand equity are green trust, green brand image
and green satisfaction ranked according to their correlation.
 Green trust is the most important factor, which shows that consumers
need most a transparent green branding that does not carry any false
claims or green wash.
Research Paper 2 –
Perception of Green Branding
Part 4: Concluding Remarks
The Road to better Green Branding Process
Examples of effective
Green Branding Practice
Overview of Telecom Service Providers’
Green Activities
Green Elements along the Service
Provider Value Chain
Green Branding Strategies
Manufacturing Transportation Product Use Recycling Facilities
Manufacturing
1. Manufacturing
Material use:
1. Product designs smaller, thinner, lighter products, we do more with less
material.
2. Product features a revolutionary unibody design, which replaces dozens of
individual parts with a single piece of recyclable metal.
Green Branding Strategies
2. Transportation
Smaller packaging.
1. Efficient packaging design helps
reduce the emissions produced during
transportation.
Green Branding Strategies
3. Energy Efficiency
Energy use
1. Designs products to be energy efficient. Meets the strict low-
power requirements of the ENERGY STAR specifications.
2. Lower power consumption reduces energy bills and lessens
the environmental impact of greenhouse gas emissions from
power plants.
Green Branding Strategies
4. Recyclability
Product recyclability.
1. Approach to recycling begins in the design stage, where we create
compact, efficient products that require less material to produce.
2. Normal Product batteries can be charged only 200 to 300 times. The
new battery can be charged up to 1000 times.
3. That saves you money, produces less waste, and increases the
lifespan of your new product
Green Branding Strategies
5. Facilities
Employee Commuter Programs
1. Company provides its employees with alternatives to driving their
own vehicles to work.
2. Many employees take advantage of company public transportation
incentives.
Green Branding Strategies
Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green
Branding
Future areas for research
1. The participants in the experiment were
undergraduate students. The results are
nevertheless indicative of the responses of the
target market in question, but a larger and more
varied sample is called for to reinforce the
findings.
2. Studies that would aim to develop standardized
instruments for measuring the perceptual and
attitudinal effects of alternative green positioning
strategies
Future areas for research
1. Finding the reason for the lack of awareness of
the Egyptian consumers and study the most
appropriate approaches to raise the
environmental awareness
2. Conduct market segmentation for the green
consumers and study the most sensitive
segments to this type of marketing
3. The conceptual framework could be tested in
other countries in order to be able to generalize
the model
Thank You !

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Green Branding

  • 1. A Critical Evaluation of selected Green Branding Research Papers
  • 2. Agenda 1. Summary of the Research Paper 1 2. Summary of the Research Paper 2 3. Research Paper Findings 4. Concluding Remarks –A Road to better Green Branding Process
  • 3. 1. Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005) Marketing Intelligence & Planning Vol. 23 No. 1 2. Perception of Green Brand in an Emerging Innovative Market Maha Mourad , Yasser Serag Eldin Ahmed (2012) European Journal of Innovation Management Vol. 15 No. 4
  • 4. 1. Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies Patrick Hartmann, Vanessa Apaolaza Iba´n˜ez and F. Javier Forcada Sainz (2005) Marketing Intelligence & Planning Vol. 23 No. 1 2. Perception of Green Brand in an Emerging Innovative Market Maha Mourad , Yasser Serag Eldin Ahmed (2012) European Journal of Innovation Management Vol. 15 No. 4
  • 5. Part 1 -Research Paper I : Green Branding Effects on Attitude: Functional vs Emotional Positioning Strategies
  • 6. Research Scope •The research study reported here was conducted under laboratory conditions with once-only exposure to brand communications, and focused on one brand in one product category. Country of Origin : Spain
  • 7. Research Purpose • Propose set of strategic options for green brand positioning, based either on functional brand attributes or emotional benefits. • Test the green brand positioning strategies against one another • And asses their effect on perceived brand positioning and brand attitude. Functional Emotional
  • 8. Green Brand Identity THE BODY SHOP “We believe there is only one way to be beautiful, natures way” Against animal testing Support Communi ty Trade Protect the planet Activate self esteem Defend human rights Source: http://www.thebodyshop.com/values/index.aspx
  • 9. Green Brand Positioning • Value preposition that is to be actively communicated to the target audience. • An active communication and differentiation of the brand from its competitors through its environmentally sound attributes. • Effective communication cause to not only the product be ecologically sustainable also commercially successful.
  • 10. Green Brand Positioning Strategy Functional brand attributes Aims to build brand association by delivering information on environmentally sound product attributes.  Does not deliver individual benefit  Low motivation factor for brand purchase  Easily imitate  Consider only rational buyer behavior  Reduce the flexibility of brand differentiation
  • 12. Green Brand Positioning Strategy Emotional brand benefits  A feeling of well being – Personal satisfaction by contributing to the improvement of the “ common good” environment.  Auto –expression benefits – Personal satisfaction by exhibiting their environmental consciousness to others.  Nature related benefits - stemming from sensation and feelings experienced through contact with nature.
  • 13. GREEN BRAND POSITIONING Emotional Benefits A feeling well-being, Auto expression benefits, Nature related benefits
  • 14. Research Approach • Address the direction of the effect of green positioning on brand attitude • Assess the influence of functional or emotional green positioning on brand attitude. • What has the strongest effect on brand attitude, functional or emotional?
  • 17. Part 2 -Research Paper II : Perception of Green Brand in an Emerging Innovative Market
  • 18. Research Scope • The Research focused on the Egyptian population using mobiles and living in Cairo with relatively high educational level. Country of Origin : Egypt
  • 19. Research Rationale • Environmental issues are increasing steadily due to environmental pollution caused by the industrial manufacturing.. • Drives the companies to accept the environmental responsibility • Many companies have gone beyond environmental compliance and transformed their entire business operations to be eco-efficient
  • 20. Research Purpose • To study main factors affecting green brand preference and how it can be used to enhance the brand from consumer perspective …. • taking Egypt telecom industry as an example of an emerging innovative market. • conceptual framework to focus on four constructs; Green brand image Green satisfaction Green trust Green awareness
  • 21. Research Purpose Contd..., • Integrate existing frameworks to develop new conceptual modeling to fit telecom industry • Understand customer perception and factors enhancing green brand preference
  • 22. Green Marketing • Green marketing strategy to respond green consumer demands … • Functional and experiential benefits • Securing against regulations • Business sustainability • Competitive advantage
  • 23. Green Marketing Contd.., • “Going Green” - value addition through comprehensive green value chain in a sustainable manner … • Green Marketing Concepts: • Green segmentation • Green brand equity • Green brand image • Green satisfaction • Green trust • Green awareness
  • 25. Research Approach • Sample population –302 respondents –researchers selection/snowballing & referrals.. • Method – Survey with Questionnaire - The conceptual model was tested through questionnaire
  • 26. Part 3 -Research Paper Findings
  • 27. Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green Branding •Have used a more on a generic sample •Looked at relationship between emotional and functional aspects of attitude changes •Focused on a target industry , and different demographics samples •Looked at other researchers findings and checked compliance 1. Relying on Keller’s (1993) differential effect of the brand is a result of the brand awareness and brand image 2. Chen’s (2009) the term of green brand equity and considered green brand image , green satisfaction and green trust 3. Finisterra et al., (2009) mentioned consumer demographics could play a role in the consumers’ pro- environmental behavior
  • 28. Research Paper 1 – Green Branding Effects on Attitude  A combined strategy, which appeals to both environmental consciousness and emotional benefits, will yield a stronger attitudinal effect than either functional or emotional positioning strategies on their own. – An exclusively functional green brand positioning may fall short of delivering individual benefits to customers, assuming rational decision processes and limited capacity for brand differentiation. – emotional green branding has the potential to overcome these limitations, a purely emotional green position could lead to weaker attitude effects, caused presumably by a possible misinterpretation of vague green claims
  • 29.  “Green” is not being used as a promotional tool, since there is a lack of knowledge about the factors that can build a strong green brand for a telecom operator.  The effect of the factors on green brand preference wasn’t significantly different for different genders, while it was significantly different for different ages, income levels and education levels.  Factors affect the green brand equity are green trust, green brand image and green satisfaction ranked according to their correlation.  Green trust is the most important factor, which shows that consumers need most a transparent green branding that does not carry any false claims or green wash. Research Paper 2 – Perception of Green Branding
  • 30. Part 4: Concluding Remarks The Road to better Green Branding Process
  • 31.
  • 32. Examples of effective Green Branding Practice
  • 33. Overview of Telecom Service Providers’ Green Activities
  • 34. Green Elements along the Service Provider Value Chain
  • 35.
  • 36. Green Branding Strategies Manufacturing Transportation Product Use Recycling Facilities
  • 37. Manufacturing 1. Manufacturing Material use: 1. Product designs smaller, thinner, lighter products, we do more with less material. 2. Product features a revolutionary unibody design, which replaces dozens of individual parts with a single piece of recyclable metal. Green Branding Strategies
  • 38. 2. Transportation Smaller packaging. 1. Efficient packaging design helps reduce the emissions produced during transportation. Green Branding Strategies
  • 39. 3. Energy Efficiency Energy use 1. Designs products to be energy efficient. Meets the strict low- power requirements of the ENERGY STAR specifications. 2. Lower power consumption reduces energy bills and lessens the environmental impact of greenhouse gas emissions from power plants. Green Branding Strategies
  • 40. 4. Recyclability Product recyclability. 1. Approach to recycling begins in the design stage, where we create compact, efficient products that require less material to produce. 2. Normal Product batteries can be charged only 200 to 300 times. The new battery can be charged up to 1000 times. 3. That saves you money, produces less waste, and increases the lifespan of your new product Green Branding Strategies
  • 41. 5. Facilities Employee Commuter Programs 1. Company provides its employees with alternatives to driving their own vehicles to work. 2. Many employees take advantage of company public transportation incentives. Green Branding Strategies
  • 42. Research P1 – Green Effects on Attitude Research P2 - Perceptions of Green Branding Future areas for research 1. The participants in the experiment were undergraduate students. The results are nevertheless indicative of the responses of the target market in question, but a larger and more varied sample is called for to reinforce the findings. 2. Studies that would aim to develop standardized instruments for measuring the perceptual and attitudinal effects of alternative green positioning strategies Future areas for research 1. Finding the reason for the lack of awareness of the Egyptian consumers and study the most appropriate approaches to raise the environmental awareness 2. Conduct market segmentation for the green consumers and study the most sensitive segments to this type of marketing 3. The conceptual framework could be tested in other countries in order to be able to generalize the model
  • 43.

Editor's Notes

  1. Therefore communication campaign planners should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits.