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Is eco-friendliness driving customer product choice in technology markets?
Tampere University of Technology, Tampere, Finland.ORCID-id: 0000-0003-4007-5341
Tampere University of Technology, Tampere, Finland.
2016 (engelsk)Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

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. Thefindings also point out that technology firms should seriously consider their sustainability and eco-friendliness strategies in their technology commercialization activities.

sted, utgiver, år, opplag, sider
2016.
Emneord [en]
brand loyalty, eco-friendly brand experience, product selection
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-46476OAI: oai:DiVA.org:hj-46476DiVA, id: diva2:1357899
Konferanse
22nd ICE/IEEE ITMC 2016 - IEEE International Technology Management Conference, June 13 – 15, 2016, Trondheim, Norway
Tilgjengelig fra: 2019-10-04 Laget: 2019-10-04 Sist oppdatert: 2019-10-04bibliografisk kontrollert

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Saari, Ulla A.

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