IDEAS home Printed from https://ideas.repec.org/h/zbw/entr16/183744.html
   My bibliography  Save this book chapter

Sustainable Branding

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016

Author

Listed:
  • Grubor, Aleksandar
  • Milovanov, Olja

Abstract

The relationship between brands and consumers has evolved significantly over time. Companies that own successful brands have the power to modify the existing system of values and behaviors in society and even create a completely new lifestyle. This power is derived from the mass of loyal consumers who permanently follow favorite brands and often strongly identify with them. Given that successful implementation of the concept of sustainability demands changes that trigger mass rather than individuals, such a power of brands is invaluable. However, despite expressing a positive opinion about socially responsible practice, consumers are generally still not ready to change their behavior (attitude-behavior gap). Accordingly, it is necessary to find an interest for consumers in a sustainable lifestyle and to make it available to them in an easy and attractive way. In that sense, sustainable branding and the overall performance of companies are important instruments and generators of change. Thus, the goal of this paper is to highlight the importance of sustainable branding from the standpoint of society, consumers and companies, and to point out strategies for implementation of sustainable values into the brand concept, relying on the results of research and analysis in the given field

Suggested Citation

  • Grubor, Aleksandar & Milovanov, Olja, 2016. "Sustainable Branding," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2016), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 8-9 September 2016, pages 408-415, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr16:183744
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/183744/1/57-ENT24-Grubor.Milovanov-408-415.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Florence Benoît-Moreau & Béatrice Parguel, 2011. "Building brand equity with environmental communication: an empirical investigation in France," Post-Print halshs-00634443, HAL.
    2. Litvine, Dorian & Wüstenhagen, Rolf, 2011. "Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market," Ecological Economics, Elsevier, vol. 70(3), pages 462-474, January.
    3. Toke Christensen & Mirjam Godskesen & Kirsten Gram-Hanssen & Maj-Britt Quitzau & Inge Røpke, 2007. "Greening the Danes? Experience with consumption and environment policies," Journal of Consumer Policy, Springer, vol. 30(2), pages 91-116, June.
    4. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    5. repec:dau:papers:123456789/7308 is not listed on IDEAS
    6. Victor Danciu, 2015. "Successful Green Branding, a New Shift in Brand Strategy: Why and how it works," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 18(56), pages 47-64, June,.
    7. Wilson Kong & Amran Harun & Rini Suryati Sulong & Jaratin Lily, 2014. "The Influence of Consumers Perception of Green Products on Green Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 4(8), pages 924-939, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniel G. J. Kuchinka & Szilvia Balazs & Marius Dan Gavriletea & Borivoje-Boris Djokic, 2018. "Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty," Sustainability, MDPI, vol. 10(4), pages 1-25, March.
    2. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    3. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    4. Utkal Khandelwal & Kushagra Kulshreshtha & Vikas Tripathi, 2019. "Importance of Consumer-based Green Brand Equity: Empirical Evidence," Paradigm, , vol. 23(1), pages 83-97, June.
    5. Mihai STOICA, 2020. "Green Brand: An Integrated Conceptual Framework," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 117-134, November.
    6. Jialing (Catherine) Lin & Zhimin Zhou & Fucheng Zheng & Xinru Jiang & Ninh Nguyen, 2023. "How do hotel star ratings affect the relationship between environmental CSR and green word‐of‐mouth?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2651-2663, September.
    7. Jafar Rana Adeel & Shabbir Aiza & Kousar Farzana, 2019. "Impact of Green Practices on Buying Habits in Pakistan’s Food Sector," Economics, Sciendo, vol. 7(2), pages 19-30, December.
    8. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    9. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.
    10. Bauwens, Thomas, 2019. "Analyzing the determinants of the size of investments by community renewable energy members: Findings and policy implications from Flanders," Energy Policy, Elsevier, vol. 129(C), pages 841-852.
    11. Anxin Xu & Chenwen Wei & Manhua Zheng & Lili Sun & Decong Tang, 2022. "Influence of Perceived Value on Repurchase Intention of Green Agricultural Products: From the Perspective of Multi-Group Analysis," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    12. Tabi, Andrea & Hille, Stefanie Lena & Wüstenhagen, Rolf, 2014. "What makes people seal the green power deal? — Customer segmentation based on choice experiment in Germany," Ecological Economics, Elsevier, vol. 107(C), pages 206-215.
    13. Fang, Xingming & Wang, Lu & Sun, Chuanwang & Zheng, Xuemei & Wei, Jing, 2021. "Gap between words and actions: Empirical study on consistency of residents supporting renewable energy development in China," Energy Policy, Elsevier, vol. 148(PA).
    14. Nikolaos Satsios & Spyros Hadjidakis, 2018. "Applying the Theory of Planned Behaviour (TPB) in Saving Behaviour of Pomak Households," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 9(2), pages 122-133, April.
    15. Lea Primožič & Andreja Kutnar, 2022. "Sustainability Communication in Global Consumer Brands," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    16. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Enhance environmental commitments and green intangible assets toward green competitive advantages: an analysis of structural equation modeling (SEM)," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 529-543, January.
    17. Zorić, Jelena & Hrovatin, Nevenka, 2012. "Household willingness to pay for green electricity in Slovenia," Energy Policy, Elsevier, vol. 47(C), pages 180-187.
    18. Laith Al Sabahi & Majid Al Kharusi & Al Faisal Al Hinai & Waleed Al Rumhi & Mohammed Al Nasseri & Dr. Mohammed Shafiuddin, 2022. "Online shopping in Oman – Its influence and opportunities," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(6), pages 177-180, June.
    19. Amin Ansary & Nik M. Hazrul Nik Hashim, 2018. "Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth," Review of Managerial Science, Springer, vol. 12(4), pages 969-1002, October.
    20. Jinsoo Hwang & Hyunjoon Kim, 2019. "Consequences of a green image of drone food delivery services: The moderating role of gender and age," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 872-884, July.

    More about this item

    Keywords

    brand management; green branding; sustainability; sustainable development; sustainable marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:entr16:183744. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://www.entrenova.org/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.