So Fresh and So Green. An Exploratory Study of Consumers Perceptions of Green Brand Extensions.
(2018) BUSN39 20181Department of Business Administration
- Abstract
- Green products are on the rise. Consumers, especially among the Millennial generation, are demanding sustainable products which led to a green consumer trend that puts major pressure on companies to go green. Nowadays, product choices are not only made on a functional and emotional basis but also in regards to how a company meets its social and environmental responsibility. Thus, companies start to react with changes in their business and marketing practices. However, companies who claim to be or act green are under strict observation from the public, as consumers are well informed nowadays and therefore sceptical and sensitive towards green marketing messages. Nonetheless, there are companies trying to add a green attribute to their image... (More)
- Green products are on the rise. Consumers, especially among the Millennial generation, are demanding sustainable products which led to a green consumer trend that puts major pressure on companies to go green. Nowadays, product choices are not only made on a functional and emotional basis but also in regards to how a company meets its social and environmental responsibility. Thus, companies start to react with changes in their business and marketing practices. However, companies who claim to be or act green are under strict observation from the public, as consumers are well informed nowadays and therefore sceptical and sensitive towards green marketing messages. Nonetheless, there are companies trying to add a green attribute to their image through green brand extensions. Therefore, this thesis explores how Millennial consumers perceive green brand extensions and green marketing communication in the rising organic soft drink market. In order to do this, we conducted a qualitative study, using semi-structured interviews and accessed consumers’ perceptions by asking them about the two brands (1) ORGANICS by Red Bull and (2) Lemonaid. Our results showed, that consumer evaluate green communication and products based on the overall sustainable performance of the parent brand, which we identified as the brand bias. Furthermore, their perceptions are heavily influenced by their own attitude towards green consumption, which we call the consciousness bias. Additionally, we found that in regards of green communication in the organic soft drink market companies should emphasise on organically sourced ingredients when advertising the product, as it is valued as an important attribute from consumers. Consequently, green brand extensions as well as green marketing communication can only convince the green consumers when they are transparent and credible in order to obtain trust. Thus, green brand extensions cannot be treated like any other brand extension as the greening of a brand is a complex matter. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8945380
- author
- Bär, Michael LU and Woidtke, Josephine LU
- supervisor
- organization
- course
- BUSN39 20181
- year
- 2018
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Green Brand Extension, Green Marketing, Green Communication, Sustainability, CSR, Green Consumer, Millennials
- language
- English
- id
- 8945380
- date added to LUP
- 2018-06-28 14:33:54
- date last changed
- 2018-06-28 14:33:54
@misc{8945380,
abstract = {{Green products are on the rise. Consumers, especially among the Millennial generation, are demanding sustainable products which led to a green consumer trend that puts major pressure on companies to go green. Nowadays, product choices are not only made on a functional and emotional basis but also in regards to how a company meets its social and environmental responsibility. Thus, companies start to react with changes in their business and marketing practices. However, companies who claim to be or act green are under strict observation from the public, as consumers are well informed nowadays and therefore sceptical and sensitive towards green marketing messages. Nonetheless, there are companies trying to add a green attribute to their image through green brand extensions. Therefore, this thesis explores how Millennial consumers perceive green brand extensions and green marketing communication in the rising organic soft drink market. In order to do this, we conducted a qualitative study, using semi-structured interviews and accessed consumers’ perceptions by asking them about the two brands (1) ORGANICS by Red Bull and (2) Lemonaid. Our results showed, that consumer evaluate green communication and products based on the overall sustainable performance of the parent brand, which we identified as the brand bias. Furthermore, their perceptions are heavily influenced by their own attitude towards green consumption, which we call the consciousness bias. Additionally, we found that in regards of green communication in the organic soft drink market companies should emphasise on organically sourced ingredients when advertising the product, as it is valued as an important attribute from consumers. Consequently, green brand extensions as well as green marketing communication can only convince the green consumers when they are transparent and credible in order to obtain trust. Thus, green brand extensions cannot be treated like any other brand extension as the greening of a brand is a complex matter.}},
author = {{Bär, Michael and Woidtke, Josephine}},
language = {{eng}},
note = {{Student Paper}},
title = {{So Fresh and So Green. An Exploratory Study of Consumers Perceptions of Green Brand Extensions.}},
year = {{2018}},
}