IDEAS home Printed from https://ideas.repec.org/a/vrs/subboe/v66y2021i3p57-76n2.html
   My bibliography  Save this article

Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites

Author

Listed:
  • Stoica Mihai

    (Bucharest University of Economic Studies, Romania)

Abstract

The purpose of this paper is to provide a perspective on the positioning bases of the green brands present on the organic food market. The research method is the content analysis of secondary data sources. The study was based on the analysis of the informational content available on the corporate websites of green brands in the portfolio of processing companies present on the Romanian market. This study identified 18 positioning bases for the investigated green brands. The positioning bases belong mainly to the category of attributes, these being in particular specific characteristics of organic food. The study notes the existence of specific positioning bases for organic food brands. The results can help practitioners to communicate brand positioning in the online environment by developing appropriate strategies.

Suggested Citation

  • Stoica Mihai, 2021. "Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 66(3), pages 57-76, December.
    • Handle: RePEc:vrs:subboe:v:66:y:2021:i:3:p:57-76:n:2
    DOI: 10.2478/subboec-2021-0014
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/subboec-2021-0014
    Download Restriction: no
    File URL: https://libkey.io/10.2478/subboec-2021-0014?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
    ---><---

    References listed on IDEAS

    as
    1. Roosen, Jutta & Kottl, Barbara & Hasselbach, Johanna, 2012. "Can local be the new organic? Food choice motives and willingness to pay," 2012 AAEA/EAAE Food Environment Symposium 123512, Agricultural and Applied Economics Association.
    2. Polonsky, Michael Jay & Rosenberger, Philip III, 2001. "Reevaluating green marketing: a strategic approach," Business Horizons, Elsevier, vol. 44(5), pages 21-30.
    3. Matthes, Jörg & Wonneberger, Anke & Schmuck, Desirée, 2014. "Consumers' green involvement and the persuasive effects of emotional versus functional ads," Journal of Business Research, Elsevier, vol. 67(9), pages 1885-1893.
    4. Mihai Stoica & Mihai Mehedințu & Magdalena Stoian & Alin Stancu & Alina Filip & Mihai-Ioan Roșca, 2020. "The Organic Food Market in Romania," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 280-288, August.
    5. Muslim Amin & Sathiswaran Uthamaputhran & Faizan Ali, 2015. "The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia," International Journal of Innovation and Learning, Inderscience Enterprises Ltd, vol. 17(4), pages 516-528.
    6. Mirela-Cristina Voicu & Elena-Mihaela Iliescu, 2015. "Consumer’S Attitude Concerning Organic Foods," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 3(2), pages 139-149, November.
    7. Narcis-Alexandru Bozga, 2015. "Consumers Behavior Features Upon the Organic Products in Romania," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 209-217, July.
    8. Narcis-Alexandru Bozga & Adina Cristea, 2016. "Defining Primary Brand Associations for the Strategic Positioning of Certified Organic Products," International Journal of Sustainable Economies Management (IJSEM), IGI Global, vol. 5(3), pages 37-50, July.
    9. Teodora Roman & Ionel Bostan & Adriana Manolică & Iustin Mitrica, 2015. "Profile of Green Consumers in Romania in Light of Sustainability Challenges and Opportunities," Sustainability, MDPI, vol. 7(6), pages 1-18, May.
    10. Hartmann, Patrick & Forcada Sainz, Francisco Javier & Apaolaza Ibáñez, Vanesa, 2004. "Superando los límites medioambientales de la empresa: Un estudio experimental del efecto del posicionamiento ecológico en la actitud hacia la marca," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    11. Leonidou, Leonidas C. & Fotiadis, Thomas A. & Christodoulides, Paul & Spyropoulou, Stavroula & Katsikeas, Constantine S., 2015. "Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance," International Business Review, Elsevier, vol. 24(5), pages 798-811.
    12. Dacinia Crina Petrescu & Ruxandra Malina Petrescu-Mag, 2015. "Organic Food Perception: Fad, or Healthy and Environmentally Friendly? A Case on Romanian Consumers," Sustainability, MDPI, vol. 7(9), pages 1-15, August.
    13. Sidali, Katia Laura & Spiller, Achim & von Meyer-Hofer, Marie, 2016. "Consumer Expectations Regarding Sustainable Food: Insights from Developed and Emerging Markets," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-30, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    2. Mihai Stoica, 2021. "Development of the Organic Food Market in Romania during the COVID-19 Pandemic: a Perspective on the Supply Chain," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 9(2), pages 113-120, December.
    3. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    4. (Anna) Kim, Eunjin & Shoenberger, Heather & (Penny) Kwon, Eunseon & Ratneshwar, S., 2022. "A narrative approach for overcoming the message credibility problem in green advertising," Journal of Business Research, Elsevier, vol. 147(C), pages 449-461.
    5. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
    6. Andreas Hesse & Karolin Bündgen & Saskia Claren & Sarah Frank, 2022. "Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts," Journal of Brand Management, Palgrave Macmillan, vol. 29(6), pages 520-537, November.
    7. Hesse, Andreas, 2022. "Green Marketing: Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken," Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften 36-2022, Hochschule Koblenz - University of Applied Sciences, Fachbereich Wirtschaftswissenschaften.
    8. Mohammad Taherdangkoo & Kamran Ghasemi & Mona Beikpour, 2017. "The role of sustainability environment in export marketing strategy and performance: a literature review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 19(5), pages 1601-1629, October.
    9. Muhammad Khalid Anser & Zahid Yousaf & Abdul Majid & Muhammad Yasir, 2020. "Does corporate social responsibility commitment and participation predict environmental and social performance?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2578-2587, November.
    10. Vincent Hoang & Takao Iida & Shigeru Matsumoto & Natsuki Watanabe & Clevo Wilson, 2016. "Consumer’s comparison between local and imported organic products: a hedonic analysis of the Japanese table wine market," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(3), pages 405-415, December.
    11. Apak, Ömer Ceyhun & Gürbüz, Ahmet, 2023. "The effect of local food consumption of domestic tourists on sustainable tourism," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    12. Chang, Kuo-Hsiung & Gotcher, Donald F., 2020. "How and when does co-production facilitate eco-innovation in international buyer-supplier relationships? The role of environmental innovation ambidexterity and institutional pressures," International Business Review, Elsevier, vol. 29(5).
    13. Agnieszka Izabela Baruk, 2021. "Relationships between Final Purchasers and Offerors in the Context of Their Perception by Final Purchasers," Energies, MDPI, vol. 14(11), pages 1-15, June.
    14. Abdul Majid & Muhammad Yasir & Muhammad Yasir & Asad Javed, 2020. "Nexus of institutional pressures, environmentally friendly business strategies, and environmental performance," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(2), pages 706-716, March.
    15. Handoko Limaho & Sugiarto & Rudy Pramono & Rio Christiawan, 2022. "The Need for Global Green Marketing for the Palm Oil Industry in Indonesia," Sustainability, MDPI, vol. 14(14), pages 1-15, July.
    16. BOSTAN, Ionel, 2018. "If It Is The Topic Of The Research Of The Informal Economy," LawArXiv fy3g9, Center for Open Science.
    17. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    18. Angela Dettori, 2020. "Sustainability as a Matrix of Experiential Marketing," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-29, March.
    19. Castro-Santa, Juana & Drews, Stefan & Bergh, Jeroen van den, 2023. "Nudging low-carbon consumption through advertising and social norms," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 102(C).
    20. Tomina Saveanu & Daniel Badulescu & Sorana Saveanu & Maria-Madela Abrudan & Alina Badulescu, 2021. "The Role of Owner-Managers in Shaping CSR Activity of Romanian SMEs," Sustainability, MDPI, vol. 13(20), pages 1-19, October.

    More about this item

    Keywords

    green brand positioning; online environment; content analysis; organic food;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General

    Statistics

    Access and download statistics

    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:vrs:subboe:v:66:y:2021:i:3:p:57-76:n:2. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    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.