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Green branding: A successful digital strategy

Author

Listed:
  • Schiniotakis, Nikos

    (Hellenic Mediterranean University, Greece)

  • Divini, Katerina

    (Pancreta Bank, Greece)

Abstract

Amid energy concerns due to the war in Europe and the reduction of energy reserves, how much are internet users and consumers positively influenced by a site with characteristics that indicate an environmentally friendly brand name? This paper presents strategies for creating an online eco-friendly brand name. In addition, with the help of an online artificial intelligence application, it examines traffic and other characteristics on business sites that adhere to some specific criteria such as eco-friendly logos, content, products and site design.

Suggested Citation

  • Schiniotakis, Nikos & Divini, Katerina, 2024. "Green branding: A successful digital strategy," Journal of Brand Strategy, Henry Stewart Publications, vol. 12(4), pages 404-419, March.
    • Handle: RePEc:aza:jbs000:y:2024:v:12:i:4:p:404-419
    as

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    More about this item

    Keywords

    digital branding; Green Brand Image; eco-friendly brands; online traffic; green online businesses;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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