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L’influence de l'intensité d'une stratégie Verte sur l'image de marque et la catégorisation de la marque comme écoresponsable

Author

Listed:
  • Erwan Ghesquiere

    (CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

This study aims to identify the factors that allow a brand to enhance its Green image and to better understand the mechanisms leading to a brand being categorised as a Green brand. To achieve this, schema theory has been employed to gain a deeper understanding of the categorisation processes. This led to the examination of Green marketing strategy holistically rather than focused on isolated strategic levers. The theory and the hypothesis developed for this study were tested using an experimentation method. Despite the varying levels of intensity in implemented Green strategies, the results suggest a low consumer sensitivity to it. It was possible to confirm the relationship between Green strategy credibility, Green image, and consumer attitude. Additionally, the impact of the Green brand categorisation proved to be particularly influential, confirming the significance of this concept and the need to enhance our understanding of it.

Suggested Citation

  • Erwan Ghesquiere, 2024. "L’influence de l'intensité d'une stratégie Verte sur l'image de marque et la catégorisation de la marque comme écoresponsable," Post-Print hal-04696055, HAL.
    • Handle: RePEc:hal:journl:hal-04696055
    as

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