The Efficacy of Green Package Cues For Mainstream versus Niche Brands

Stacy L. Wood · Stefanie Rosen Robinson · Morgan Poor

36 citations0/0 files storedJournal of Advertising Research

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Environmental Sustainability in Business Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

Abstract

ABSTRACT Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche “green” brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands9 green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase. Data from a large-scale study of real consumers demonstrate that the evaluation of the efficacy of the mainstream brand and its choice share decrease, in comparison with niche green brands. The authors identify the cause as zero-sum thinking about product9s morality/efficacy trade-off and offer solutions to negate this effect.

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References

2010Going green to be seen: Status, reputation, and conspicuous conservation.2001The myth of the ethical consumer – do ethics matter in purchase behaviour?2010Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers 2010The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference 2013Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products 2013Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions 2012Lost in translation: Exploring the ethical consumer intention–behavior gap 2011Sustainable Consumption: Opportunities for Consumer Research and Public Policy

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