IDEAS home Printed from https://ideas.repec.org/a/eme/ejimpp/14601061211272402.html
   My bibliography  Save this article

Perception of green brand in an emerging innovative market

Author

Listed:
  • Maha Mourad
  • Yasser Serag Eldin Ahmed

Abstract

Purpose - The purpose of this empirical research is to study the main factors affecting the green brand preference in the telecom industry in Egypt as an example of an emerging innovative market. Design/methodology/approach - The researchers develop a conceptual framework highlighting the dimensions of the green brand preference focusing on four constructs; green brand image, green satisfaction, green trust, and green awareness. The researchers started with a qualitative exploratory research in order to support the conceptual framework followed with a quantitative research in the form of a survey distributed among 302 respondents. Findings - The consumers tended to disagree that they are aware of environmental promotions or that they recognize the meaning of environmental slogans and labels for their preferred brand. It was also found that the correlation between green awareness and green brand preference is the weakest. On the other hand; there is a strong correlation and a positive effect of the other factors (green brand image, green awareness and green trust) and green brand preference. The effect of the factors on green brand preference wasn’t significantly different for different genders, while it was significantly different for different ages, income levels and education levels. Practical implications - The results of this research confirmed what the experts agreed upon during the exploratory phase and gave the researchers more confidence that the first step to start using green marketing principles in Egypt is to enhance the green image, satisfaction and trust as well as educating them on the importance of the green activities. Originality/value - The research includes conceptual contribution in a trial to develop a conceptual framework to green brand preference in an innovative industry. In addition, there is empirical contribution since according to the researchers knowledge there is not any single paper on green branding strategies in the Egyptian market as an example of an emerging market.

Suggested Citation

  • Maha Mourad & Yasser Serag Eldin Ahmed, 2012. "Perception of green brand in an emerging innovative market," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 15(4), pages 514-537, September.
    • Handle: RePEc:eme:ejimpp:14601061211272402
    DOI: 10.1108/14601061211272402
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/14601061211272402/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/14601061211272402/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/14601061211272402?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ejimpp:14601061211272402. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.