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Is eco-friendliness driving customer product choice in technology markets?

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Details

Original languageEnglish
Title of host publication22nd ICE/IEEE ITMC 2016 - IEEE International Technology Management Conference
Subtitle of host publicationJune 13 – 15, 2016, Trondheim, Norway
Number of pages8
Publication statusPublished - 2017
Publication typeA4 Article in a conference publication
EventINTERNATIONAL TECHNOLOGY MANAGEMENT CONFERENCE -
Duration: 25 Jul 2016 → …

Conference

ConferenceINTERNATIONAL TECHNOLOGY MANAGEMENT CONFERENCE
Period25/07/16 → …

Abstract

The goal of this study is to examine how eco-friendliness in the brand experience impacts product selection, and how product selection induces green brand loyalty among customers and consumers. A conceptual model is tested with empirical data collected with a web survey on mobile phone brands. The findings of this research indicate that eco-friendliness in the brand experience influences positively product selection and green brand loyalty for some global brands. The
findings also point out that technology firms should seriously consider their sustainability and eco-friendliness strategies in their technology commercialization activities.

Keywords

  • brand loyalty, eco-friendly brand experience, product selection

Publication forum classification

Field of science, Statistics Finland