Green branding effects on attitude: functional versus emotional positioning strategies

By Patrick Hartmann, Vanessa Apaolaza Ibáñez, F. Javier Forcada Sainz. 2005

594 citations recorded by the source corpus.

Subfields: Management, Monitoring, Policy and Law, Marketing

View Paper: https://www.semanticscholar.org/paper/eef3242474c1cfb71519b08b08d31662bc4398f8

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In Management, Monitoring, Policy and Law

In Marketing

Citations in the corpus

Individual values and motivational complexities in ethical clothing consumption: A means-end approach (2012, background): “Hartmann, Ibȧñez, and Sainz (2005) suggest that a combination of factual and emotional benefits works best to position environmentally friendly products.”
The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising (2018, methodology): “Third, numerous earlier studies relied on student or convenience samples (e.g. Grimmer &Woolley, 2014; Hartmann et al., 2005; Schuhwerk & Lefkoff-Hagius, 1995; Searles, 2010; Spack, Board, Crighton, Kostka, & Ivory, 2012).”
Tapping Mindfulness to Shape Hotel Guests’ Sustainable Behavior (2014, background): “Heath and Heath (2007) suggested surprise as one element that makes an idea “sticky” or prone to being remembered.”
Sustainable Retailing in the Fashion Industry: A Systematic Literature Review (2017, background): “Green branding refers to “an active public communication and differentiation of the brand from competitors through the environmentally sound attributes” [66].”
Consumers' green involvement and the persuasive effects of emotional versus functional ads (2014, background): “The aim of this positioning strategy is to build brand associations by delivering information on environmentally relevant utilitarian product attributes (Hartmann et al., 2005).”
Consumer scapegoatism and limits to green consumerism (2014, background): “Hartmann et al (2005), looking at business strategies to position their products as green, say “a green brand identity is defined by a specific set of brand attributes and benefits related to the reduced environmental impact of the brand and its perception as being environmentally sound” (P 10).”
Promoting Eco-innovations to Leverage Sustainable Development of Eco-industry and Green Growth (2013, background): “While the emotional dimension proves to be more effective for the product (a car) used in the study, it cannot be concluded decisively which dimensional is more effective (Hartmann et al, 2005).”