This document provides a summary of two research papers on green branding. The first paper examines the effects of functional versus emotional green branding positioning strategies on brand attitude. It finds that a combined strategy appealing to both environmental consciousness and emotional benefits yields a stronger effect than either approach alone. The second paper analyzes consumer perceptions of green brands in Egypt. It identifies green brand image, satisfaction, trust and awareness as key factors and finds trust to be most important. Both papers suggest areas for further research, such as expanding sample sizes and developing standardized measurement instruments.
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Brand management is the analysis and planning on how that brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Digital Marketing Mix : Challenges & ImplicationsPriyanka Gautam
This presentation introduces the online marketing mix concept. It takes you through the challenges faced with the digital marketing mix and how 7P's of marketing are applied in the digital arena.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.The Service Strategy provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Hi! Take a look at the list of best green marketing dissertation topics. More topics here https://www.marketingdissertation.net/available-topics-for-green-marketing-dissertation/
A complete information is given starting from the meaning of personality to its theories to its relation to marketing.
How consumers' personality affect in their buying habit and everything related is explained.
Unit 1:
Role of IMC in marketing process, IMC planning model, Marketing and promotion
Process model. Communication process, steps involved in developing IMC programme, Effectiveness of marketing communications Purpose, Role, Functions, Types, Advertising Vs Marketing mix, Advertising appeal in various stages of PLC
Digital Marketing Mix : Challenges & ImplicationsPriyanka Gautam
This presentation introduces the online marketing mix concept. It takes you through the challenges faced with the digital marketing mix and how 7P's of marketing are applied in the digital arena.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Product strategy is like a roadmap, and like a roadmap it’s useful only when you know where you are and where you want to go.The Service Strategy provides guidance on how to design, develop, and implement service management not only as an organizational capability but also as a strategic asset.
Branding In The Digital Age.
This particular presentation is one in a series of presentations I had worked on during my Marketing Internship under Prof. Sameer Mathur, IIM Lucknow, in June, 2015.
Presentation on Green Marketing and eco-friendly products|Can marketing reall...Kartik Mehta
Purpose
– The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.
Design/methodology/approach
– This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.
Findings
– The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.
Practical implications
– The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.
Originality/value
– Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.
Marketing can be a solution to the environmental crisis, and clever marketers realize that it is in their best interest to be truly "green." This presentation discusses why green marketing and production processes are a key competitive advantage, and how marketers can successfully market "green" products.
This is a new look towards the Business and Consumer Behavior, It enables a path of 'Business righteousness', one can say so.This term is going to be the Ruler-Green Branding, The Green Ruler.
The Green Consumer - Market Research PresentationShital Kadakia
Marketing research conducted for Green Event, an online seller of compostable flatware, to determine and define target green consumer. Research resulted from conducting focus groups and online surveys to determine four-level greenness scale to define green consumers.
The purpose of this study is to describe the various initiatives introduced by the Indian companies namely HCL, LG India and Wipro InfoTech for promoting Green Marketing along with the reasons behind these companies adopted this great Initiative.
A STUDY ON CONSUMER BEHAVIOUR ON GREEN MARKETING WITH REFERENCE TO ORGANIC FO...IAEME Publication
Background: In recent decades the concept of marketing environmental friendly products, in the aspects ranging from production to packing is getting attention to protect our environment as well as the life of human beings. Specifically the focus and awareness about organic products is increased day by day. Objectives: Hence the researcher made an attempt find out the consumer behavior towards marketing of organic products and impact of green marketing on the purchasing behavior of organic products Tiruchirappalli district. Methodology: To resolve the objective the researcher has collected 175 primary data with the support of structured questionnaire. And the collected data were analyzed with support descriptive analysis, simple regression and of chi squire test. Findings: The outcome of analysis shows that awareness on green products market has gained momentum and people are very much aware on the impact of inorganic products. The green marketing has notable impact on the purchasing behavior of organic products. Specifically the focus of female respondent and graduate respondents were giving more preference to organic products.
GREEN MARKETING - LAWS, ADVANTAGES, CHALLENGESANUGYA JAISWAL
Green marketing is that the marketing of products that are presumed to be environmentally safe.
Green marketing is the method of selling products and services which supports the environmental benefits. These products or services can be environmentally friendly in it or produced and packaged in an environmentally friendly way. Thus the green marketing is also known as Environmental Marketing.
Retailers Survey on New Product Launch from BIRLA SHAKTI CEMENTkalyan nanda
This project is done in the HYDERABAD city only and the result may not be universel.
This survey is done to understand the retailer perception towards BIRLA SHAKTI CEMENT and it's products.
This survey is also help to understand the current situation in the market and retailers perception towards BIRLA new product BIRLA FIX-MIX, their expectations from the company.
ISBN publication 5 A study on Green Marketing Strategies – A tool to achieve...Dr UMA K
DR UMA K “A study on Green Marketing Strategies – A tool to achieve sustainability”, in the Journal of “Emerging Perspectives on HR, Marketing & Finance”, in 1 day national seminar, Organized by Maharani’s women’s commerce and Management College, Paduvarahalli, Mysore. Published in ISBN: 978-93-5351-746-5, held on 16th March 2019, pp.159-164.
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.
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
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
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
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
Therefore communication campaign planners should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits.