Green branding: A successful digital strategy

Nikos Schiniotakis and Katerina Divini
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Nikos Schiniotakis: Hellenic Mediterranean University, Greece
Katerina Divini: Pancreta Bank, Greece

Journal of Brand Strategy, 2024, vol. 12, issue 4, 404-419

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.

Keywords: digital branding; Green Brand Image; eco-friendly brands; online traffic; green online businesses (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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