Tampere University of Technology

TUTCRIS Research Portal

Consumers' Views on Eco-Friendliness as a Dimension of a High-Tech Brand

Research output: Chapter in Book/Report/Conference proceedingConference contributionProfessional

Details

Original languageEnglish
Title of host publicationGoing Green - CARE INNOVATION 2014
PublisherSAT Austrian Society for Systems Engineering and Automation
Pages1-8
Number of pages8
Publication statusPublished - 17 Nov 2014
Publication typeD3 Professional conference proceedings
EventGOING GREEN : CARE INNOVATION CONFERENCE - , United Kingdom
Duration: 1 Jan 2000 → …

Conference

ConferenceGOING GREEN : CARE INNOVATION CONFERENCE
CountryUnited Kingdom
Period1/01/00 → …

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.

Publication forum classification

Field of science, Statistics Finland