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Eco-friendly brands to drive sustainable development: Replication and extension of the brand experience scale in a cross-national context
Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, Tampere, Finland.ORCID iD: 0000-0003-4007-5341
Institute of Systems Sciences, Innovation and Sustainability Research, University of Graz, Graz, Austria.
Center for Innovation and Technology Research, Department of Industrial and Information Management, Tampere University of Technology, Tampere, Finland.
2017 (English)In: Sustainability, ISSN 2071-1050, E-ISSN 2071-1050, Vol. 9, no 7, article id 1286Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users (N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers' responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

Place, publisher, year, edition, pages
MDPI, 2017. Vol. 9, no 7, article id 1286
Keywords [en]
Brand experience, Brand measurement, E-waste, Eco-friendliness, Microfoundations, Sustainable development, consumption behavior, electronic waste, microeconomics, perception, public attitude, Finland, India, Malus x domestica
National Category
Business Administration Environmental Management
Identifiers
URN: urn:nbn:se:hj:diva-46468DOI: 10.3390/su9071286ISI: 000406709500209Scopus ID: 2-s2.0-85026451917OAI: oai:DiVA.org:hj-46468DiVA, id: diva2:1357526
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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