Green branding effects on attitude: functional versus emotional positioning strategies

Abstract

Purpose -Proposes a set of strategic options for green brand positioning, based either on functional brand attributes or on emotional benefits. The aim of the study is to test the suggested green positioning strategies against one another, assessing their effect on perceived brand positioning and brand attitude. Design/methodology/approach -A theoretical model of the dimensionality and attitudinal effects of green brand positioning was developed. Both suggested alternatives to green brand positioning, along with a combined functional and emotional strategy, were tested in an experimental online setting. The hypothesized model was tested in the scope of exploratory factor analysis and structural equation modelling. Findings -Results indicate an overall positive influence of green brand positioning on brand attitude. Further findings suggest distinct functional and emotional dimensions of green brand positioning with the interaction of both dimensions in the formation of brand attitude. Highest perceptual effects were achieved through a green positioning strategy that combined functional attributes with emotional benefits.Research limitations/implications -The measures used, while providing good reliability and validity, have their limitations, especially in the case of the emotional dimension of green brand associations. Future research should concentrate on the further development of the constructs used in the study, particularly that of the emotional dimension of green brand associations and replicate the study under "real-life" conditions within different product categories and with a representative sample. Practical implications -A well implemented green positioning strategy can lead to a more favourable perception of the brand, giving support to the green marketing approach in general. This study supports significant attitude effects of both functional and emotional green positioning strategies. Thus, brand managers should deliver emotional benefits through the brand, at the same time making sure that target groups perceive real environmental benefits. Originality/value -Although green marketing has been an important research topic for more than three decades, hardly any research has been conducted that focuses specifically on green branding. This paper analyses the dimensionality of green brand positioning, offers green branding insight and suggests strategic tools for brand managers.

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

“…A functional positioning strategy highlights the relevant utilitarian attributes of a product compared to conventional competing products (Hartmann et al, 2005). Studies confirm that pointing out the environmentally friendly attributes of products can affect brand attitudes (Hartmann & Apaolaza-Ibáñez, 2008;.…”

“…Previous research suggests that this green advertising strategy can achieve the highest attitudinal effects (Hartmann et al, 2005;. Research by Hartmann et al (2005) and Apaolaza-Ibáñez (2009, 2012) has identified distinct functional and emotional dimensions of attitude formation responding to green advertisements.…”

“…Previous research suggests that this green advertising strategy can achieve the highest attitudinal effects (Hartmann et al, 2005;. Research by Hartmann et al (2005) and Apaolaza-Ibáñez (2009, 2012) has identified distinct functional and emotional dimensions of attitude formation responding to green advertisements. In assessing consumer attitudes evoked by an advertisement, it is important to distinguish between cognitive evaluations and affective responses (see also Madden, Allen, & Twible, 1988).…”

“…Emotional appeals are image related and usually depict pleasant nature scenery, which might evoke positive affective responses because of the virtual contact with real-world nature (Hartmann, Apaolaza, & Alija, 2013;Kaplan, 1995). Several studies have demonstrated significant positive attitudinal effects from emotional appeals in green advertising (Hartmann et al, 2005;Searles, 2010).…”

“…Grimmer & Woolley, 2014;Hartmann et al, 2005;Schuhwerk & Lefkoff-Hagius, 1995;Searles, 2010;Spack, Board, Crighton, Kostka, & Ivory, 2012). Green consumerism, however, significantly varies by age, education, and gender (Atkinson & Kim, 2015;Roberts, 1996;Shrum, McCarty, & Lowrey, 1995), so student samples lack population validity and are of limited use when investigating the effects of green advertisements.…”