L’influence de l'intensité d'une stratégie Verte sur l'image de marque et la catégorisation de la marque comme écoresponsable

Erwan Ghesquiere ()
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Erwan Ghesquiere: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: This study aims to identify the factors that allow a brand to enhance its Green image and to better understand the mechanisms leading to a brand being categorised as a Green brand. To achieve this, schema theory has been employed to gain a deeper understanding of the categorisation processes. This led to the examination of Green marketing strategy holistically rather than focused on isolated strategic levers. The theory and the hypothesis developed for this study were tested using an experimentation method. Despite the varying levels of intensity in implemented Green strategies, the results suggest a low consumer sensitivity to it. It was possible to confirm the relationship between Green strategy credibility, Green image, and consumer attitude. Additionally, the impact of the Green brand categorisation proved to be particularly influential, confirming the significance of this concept and the need to enhance our understanding of it.

Keywords: Green Marketing; Consumer behaviour; Schemas theory; Sustainability; Green Product; Green Brand; Marketing Vert; Comportement du consommateur; Théorie des schémas; Ecoresponsabilité; Produit éco-conçu; Marque Verte (search for similar items in EconPapers)
Date: 2024-03-28
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Published in 10ème Journée de Recherche en Marketing du Grand Est (JRMGE 2024), EM Strasbourg, Mar 2024, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04696055

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