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Increasing purchasing intention of eco-efficient products: the role of the advertising communication strategy and the branding strategy

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  • Evandro Luiz Lopes

    (Universidade Nove de Julho)

  • Ricardo Teixeira Veiga

    (Universidade Federal de Minas Gerais)

Abstract

Eco-efficient products achieve a balance between resource efficiency and environmental responsibility, including economic, social, and ecological aspects. Due to increasing consumer environmental awareness, companies have been pushed to consider the environmental impact of their activities, in terms of production processes and the design of marketed products. To gauge the effects of different advertising strategies on the purchase intention of eco-efficient products for different brand strategies and different consumers, we conducted three experiments with 449 college students as subjects. The effects of different marketing strategies, the use of brand names, and the subjects’ regulatory foci (promotion and prevention) were manipulated and measured. First, the power of brand extension was demonstrated, as the purchase intention of an eco-efficient version of an existing product is higher than that of a new eco-efficient brand. Second, it was shown that using positive emotional advertising has a stronger effect than using informative advertising. Third, we detected a mild effect on purchase intention when using an informational approach in communication. Finally, the negative promotional communication strategy had the greatest effect on purchase intention for prevention-focused individuals, and the positive emotional strategy had the greatest effect for promotion-focused subjects. It was also evident that a new brand per se does not contribute to increasing the purchase intention of an eco-efficient product.

Suggested Citation

  • Evandro Luiz Lopes & Ricardo Teixeira Veiga, 2019. "Increasing purchasing intention of eco-efficient products: the role of the advertising communication strategy and the branding strategy," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 550-566, September.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:5:d:10.1057_s41262-019-00150-0
    DOI: 10.1057/s41262-019-00150-0
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    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    2. Germano Glufke Reis & Marina Sucha Heidemann & Katherine Helena Oliveira de Matos & Carla Forte Maiolino Molento, 2020. "Cell-Based Meat and Firms’ Environmental Strategies: New Rationales as per Available Literature," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    3. Yanhui Mao & Yao Lai & Yuwei Luo & Shan Liu & Yixin Du & Jing Zhou & Jianhong Ma & Flavia Bonaiuto & Marino Bonaiuto, 2020. "Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone," Sustainability, MDPI, vol. 12(8), pages 1-22, April.

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