Competitive Environmental Strategies: When Does It Pay to be Green

Abstract Proactive corporations have typically invested in increasingly ambitious sustainability initiatives. However, managers need to identify the circumstances favoring the generation of both public benefits and corporate profits. For some firms, better utilization of resources may result from some environment-related investments. For others, obtaining ISO 14001 certification or having some eco-labeled products can enable them…

The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust

Abstract This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This…

Green Branding and Eco-innovations for Evolving a Sustainable Green Marketing Strategy

Abstract Green marketing is a new and evolving concept of marketing green and eco-products with well-defined eco-standards—consisting of wide-ranging eco-friendly products, satisfying eco-labelling and eco-footprinting standard norms. The article focuses on the significance of green branding and eco-labelling with stress on eco-innovations with a view to developing a sound and sustainable green marketing strategy. The…

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…

Best Global Green Brands

Interbrand has released its ranking of the best global green brands in 2014, and the results might surprise you. What brands come to your mind when you think of “green.” What about when you think about the broader term of sustainability? I’m going to guess it’s not Ford, but that is the #1 brand on…