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Consumers' views on eco-friendliness as a dimension of a high-tech brand
Tampere University of Technology, Tampere, Finland.ORCID iD: 0000-0003-4007-5341
Tampere University of Technology, Tampere, Finland.
Tampere University of Technology, Tampere, Finland.
2014 (English)In: Going Green - CARE INNOVATION 2014, 2014Conference paper, Published paper (Refereed)
Abstract [en]

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. 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.

Place, publisher, year, edition, pages
2014.
National Category
Business Administration Environmental Management
Identifiers
URN: urn:nbn:se:hj:diva-46481OAI: oai:DiVA.org:hj-46481DiVA, id: diva2:1357910
Conference
10 th Going Green – CARE INNOVATION 2014, November 17-20, 2014, Vienna, Austria
Available from: 2019-10-04 Created: 2019-10-04 Last updated: 2019-10-04Bibliographically approved

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Saari, Ulla A.

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