Consumers' Views on Eco-Friendliness as a Dimension of a High-Tech Brand
Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Professional
Details
| Original language | English |
|---|---|
| Title of host publication | Going Green - CARE INNOVATION 2014 |
| Publisher | SAT Austrian Society for Systems Engineering and Automation |
| Pages | 1-8 |
| Number of pages | 8 |
| Publication status | Published - 17 Nov 2014 |
| Publication type | D3 Professional conference proceedings |
| Event | GOING GREEN : CARE INNOVATION CONFERENCE - , United Kingdom Duration: 1 Jan 2000 → … |
Conference
| Conference | GOING GREEN : CARE INNOVATION CONFERENCE |
|---|---|
| Country | United Kingdom |
| Period | 1/01/00 → … |
Abstract
High-tech companies are facing the need to perform deeper analysis of how consumers view the eco-friendliness of their brands, in order to create green product and marketing strategies. The focus of this paper is to study whether consumers associate eco-friendliness with high-tech brands, and what kinds of consumers are most pro-environmental based on demographics. The key finding of this research is that consumers consider also eco‐friendly aspects when reflecting on high‐tech brands on four dimensions also used to measure general brand experience: the sensory, affective, behavioral and intellectual dimensions [1]. Demographically, women consider eco‐friendliness more in
association with high‐tech brands than men across all of the four brand experience dimensions. In addition, mature consumers consider on the intellectual and sensory brand dimensions more eco‐friendly aspects than young consumers. There are no statistically significant differences in the responses based on the educational background of the respondents.
association with high‐tech brands than men across all of the four brand experience dimensions. In addition, mature consumers consider on the intellectual and sensory brand dimensions more eco‐friendly aspects than young consumers. There are no statistically significant differences in the responses based on the educational background of the respondents.