Green (De)Marketing Advertising and Brand Positioning on Consumers’ Brand Attitude

Informações

Código: EMA77
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 02 - Pesquisas Experimentais em Comportamento do Consumidor

Autores

Victoria Vilasanti (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) victoria.vilasanti@gmail.com
Danielle Mantovani (Centro de Pesq e Pós-Grad em Admin – CEPPAD/UFPR - Universidade Federal do Paraná) danielle@ufpr.br

Resumo

Green advertising has been used to promote consumption of environmental friendly products. Recent research proposes green demarketing (i.e. consumption reduction) as a manner to promote sustainability. Among several factors, brand positioning could be a key in determining which green advertising would be more appropriate for each brand. Hence, this study investigates the effect of brand positioning on the relationship between green advertising and brand attitude. Three experiments demonstrate that a luxury (vs. fast fashion) positioning generates more positive brand attitudes in the demarketing (vs. traditional) green advertising condition. The experiments also show the mediating effect of ad believability and the boundary condition of green brand positioning. These results contribute to the literature, once they extend findings on green demarketing and deepen the discussion about the use of green advertising by luxury brands. This work is also useful for managers to choose green strategies that are suitable for their brands.

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