Environmental Product Innovation and Perceived Brand Value: The Mediating Role of Ethical-Related Aspects

Donato Morea (), Marcelo Gattermann Perin, Camila Kolling, Janine Fleith de Medeiros and Jose Luis Duarte Ribeiro
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Donato Morea: Department of Mechanical, Chemical and Materials Engineering, University of Cagliari, Via Marengo, 2, 09123 Cagliari, Italy
Marcelo Gattermann Perin: Marketing Department, São Paulo Business School (EAESP/FGV), Sao Paulo 01313-902, Brazil
Camila Kolling: Industrial Engineering Graduate Program, Universidade Federal do Rio Grande do Sul, Porto Alegre 90040-060, Brazil
Janine Fleith de Medeiros: Department of Business Management, University of Passo Fundo, Passo Fundo 99052-900, Brazil
Jose Luis Duarte Ribeiro: Industrial Engineering Graduate Program, Universidade Federal do Rio Grande do Sul, Porto Alegre 90040-060, Brazil

Sustainability, 2023, vol. 15, issue 14, 1-17

Abstract: Studies developed in the last two decades indicate that environmental product innovations can potentially generate competitive advantages. However, the ethical dimension, now increasingly involved in evaluations for consumer decision-making, has received less attention in academic research. Considering the above, our study investigates the mediating role of ethical aspects in the relationship between environmental product innovation and perceived brand value. To this end, we carried out a quantitative study with 336 university students who are end users of Apple and Microsoft products and services. In addition to investigating the main effect of environmental product innovations on perceived brand equity, we explore the possible mediating effects of ethical behaviors: (i) open-mindedness and (ii) concerns with privacy practices. Our results indicate that environmental product innovations need to be supported by the ethical aspects of companies to have a positive effect on perceived brand equity. Crucially, customers perceive value in environmental product innovation when they can confirm that organizations exhibit ethical correctness, particularly in the sector under study. We understand that our research provides advancement in the field of sustainable innovation. The study confirms that broader approaches, mainly centered on corporate commitments beyond environmental issues, are critical for environmental product innovations to generate perceived brand value.

Keywords: ethical concern; perceived brand value; environmental product innovations (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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