TUTCRIS - Tampereen teknillinen yliopisto

TUTCRIS

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

Tutkimustuotos

Yksityiskohdat

AlkuperäiskieliEnglanti
OtsikkoGoing Green - CARE INNOVATION 2014
KustantajaSAT Austrian Society for Systems Engineering and Automation
Sivut1-8
Sivumäärä8
TilaJulkaistu - 17 marraskuuta 2014
OKM-julkaisutyyppiD3 Artikkeli ammatillisessa konferenssijulkaisussa
TapahtumaGOING GREEN : CARE INNOVATION CONFERENCE - , Iso-Britannia
Kesto: 1 tammikuuta 2000 → …

Conference

ConferenceGOING GREEN : CARE INNOVATION CONFERENCE
MaaIso-Britannia
Ajanjakso1/01/00 → …

Tiivistelmä

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.

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