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Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

Author

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  • Ulla A. Saari

    (Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, 33720 Tampere, Finland)

  • Rupert J. Baumgartner

    (Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, 8010 Graz, Austria)

  • Saku J. Mäkinen

    (Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, 33720 Tampere, Finland)

Abstract

The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users ( N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers’ responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

Suggested Citation

  • Ulla A. Saari & Rupert J. Baumgartner & Saku J. Mäkinen, 2017. "Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context," Sustainability, MDPI, vol. 9(7), pages 1-26, July.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:7:p:1286-:d:105693
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