The effect of ‘green’ messages on brand purchase and brand rejection

Meagan Wheeler, Anne Sharp and Magda Nenycz-Thiel

Australasian marketing journal, 2013, vol. 21, issue 2, 105-110

Abstract: The paper considers consumer brand rejection of ‘green’ and non-green brands. We find empirically that ‘green’ brands are not considered largely because they are unfamiliar, rather than being consciously rejected. Consumers do not think about these brands in a buying situation, suggesting that their single ‘green’ message is not enough to make it into the shoppers’ consideration set. Additionally, not being ‘green’ was not a reason for rejection of non-green brands. These findings highlight the importance of brand advertising to build multiple, relevant memory structures for any brand, thereby increasing the probability of being thought of during a buying occasion.

Keywords: ‘Green’ brands; Brand rejection; Brand awareness (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:2:p:105-110

DOI: 10.1016/j.ausmj.2013.02.007

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