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Green brand as a marketing instrument: principle, features and parameters

Author

Listed:
  • Serhii Lyeonov
  • Tetyana Pimonenko
  • Olena Chygryn
  • Oleg Reznik
  • Regina Gaynulina

Abstract

In the paper, the authors analysed the approaches to define a green brand. Using the Google Trends, they proved that the terms 'green brand' is more appropriate than 'sustainable', 'environmental' or 'eco brand'. The purpose of the paper is to analyse the critical components of a green brand and its parameters to develop an effective promotion program. Authors developed an approach to estimate green brand which is based on Mark Fetcher model, content analysis and Fishbourne method. Authors analysed the green brand of three industrial companies. The findings proved that the main factors which influence the green brand are the company's transparency not only in financial but also in non-financial results. Thus, published by the companies on the regular basis the non-financial reports provoke the increase of trust among the leading company's stakeholders. It allows attracting additional financial recourses on the company's green development.

Suggested Citation

  • Serhii Lyeonov & Tetyana Pimonenko & Olena Chygryn & Oleg Reznik & Regina Gaynulina, 2021. "Green brand as a marketing instrument: principle, features and parameters," International Journal of Global Energy Issues, Inderscience Enterprises Ltd, vol. 43(2/3), pages 147-165.
    • Handle: RePEc:ids:ijgeni:v:43:y:2021:i:2/3:p:147-165
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    Citations

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    Cited by:

    1. Tomasz Wołowiec & Svitlana Kolosok & Tetiana Vasylieva & Artem Artyukhov & Łukasz Skowron & Oleksandr Dluhopolskyi & Larysa Sergiienko, 2022. "Sustainable Governance, Energy Security, and Energy Losses of Europe in Turbulent Times," Energies, MDPI, vol. 15(23), pages 1-15, November.
    2. Łukasz Skowron & Olena Chygryn & Marcin Gąsior & Vitaliia Koibichuk & Serhiy Lyeonov & Serhii Drozd & Oleksandr Dluhopolskyi, 2023. "Interconnection between the Dynamic of Growing Renewable Energy Production and the Level of CO 2 Emissions: A Multistage Approach for Modeling," Sustainability, MDPI, vol. 15(12), pages 1-19, June.
    3. NAVICKAS Mykolas & TIUTIUNYK Inna & VASYLIEVA Tetyana & SEDMÍKOVÁ Eliška, 2021. "Energy Consumption in Assessment of Shadow Economy," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.

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