Investigating the effect of different green marketing on brand loyalty

Azad, Naser; Mahmoudzadeh, Seyed Mohsen; Mousavi, Seyed Shahab; Alikhani, Elham Agha; Kamali, Saba

doi:10.5267/j.msl.2013.09.013

10.5267/j.msl

2013

DOI: 10.5267/j.msl.2013.09.013

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Investigating the effect of different green marketing on brand loyalty

Naser Azad¹,

Seyed Mohsen Mahmoudzadeh²,

Seyed Shahab Mousavi³

et al.

Abstract: Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase variou… Show more

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Cited by 2 publications

References 9 publications

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Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

Danko

Nifatova

2022

Humanit Soc Sci Commun

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This research is devoted to the determinants of green branding in the agro-sphere. The existence of competition between regular and green brands in the agricultural sector has necessitated the determination of the degree of influence of green branding on the formation of consumer loyalty in order to understand the effectiveness and feasibility of such practices among agricultural producers. Previous research in the study of green branding has not focused on the factors studied influencing the level of consumption of organic products or the factors influencing the size of the price premium for green brands. In this study, the influence of green branding on the loyalty of consumers of the eco-market was determined on the basis of a comparison of integrated indicators of satisfaction and importance of the regular brand and green brands by an expert survey of 250 respondents in five supermarkets in Kyiv (Ukraine). In the example comparing the coefficients of consumer loyalty of eggs of the eco-brand and the regular brand, it was found that the rate of consumer loyalty to the eco-brand exceeded the rate of consumer loyalty to the regular brand by 3%. It was established that the size of the price premium of a green brand is determined by such factors as consumer loyalty, availability of organic certificates, costs of green advertising, additional cost of organic products, average profitability of the industry, and average income of consumers. Based on cluster and discriminant analysis, green brands were divided into three levels of price premium: “high”, “medium”, and “low.” Discriminant equations for each cluster according to the level of price premium were constructed. Such equations make it possible to assign a new object of analysis (a new brand) to a certain classificational price category. The current study proves the feasibility and economic and statistical validity of the impact of green branding on consumer loyalty in the agricultural sector. The study has significant implications for brand management by providing empirical evidence that can improve brand managers’ strategic decisions in determining the level of price premium.

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Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

Danko

Nifatova

2022

Humanit Soc Sci Commun

View full text Add to dashboard Cite

show abstract

Investigating the effect of different green marketing on brand loyalty

Azad¹,

Mahmoudzadeh²,

Mousavi³

et al. 2013

10.5267/j.msl

Self Cite

View full text Add to dashboard Cite

Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase various brands in city of Tehran, Iran. The gathered data are analyzed using structural equation modeling and the results indicate that different green marketing strategies including green pricing, green promotion, green distribution positively influence brand loyalty

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Investigating the effect of different green marketing on brand loyalty

Cited by 2 publications

References 9 publications

Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

Agro-sphere determinants of green branding: eco-consumption, loyalty, and price premium

Investigating the effect of different green marketing on brand loyalty

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