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How to earn a premium price: the effect of green marketing and brand coolness

João Guerreiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal)
Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal)
Jorge Nascimento (Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Lisboa, Portugal)
Miguel Duarte (Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal)

Journal of Communication Management

ISSN: 1363-254X

Article publication date: 6 January 2023

67

Abstract

Purpose

The current paper aims to explore how brand coolness can mediate the relationship between tactical green marketing orientation (GMO) and willingness to pay (WTP), by exploring the differences between two global brands with opposite green marketing perceptions.

Design/methodology/approach

Based on the stimuli-organism-response (S-O-R) framework, the relation between tactical GMO, brand coolness and consumer's WTP is examined through a survey with 272 participants, who gave their perceptions about two different brands regarding their green orientations: British Petroleum (BP) and L'Oréal. The variable set was adapted and validated through focus group sessions.

Findings

Brand coolness is found to mediate the impact GMO on WTP and, for both brands, green marketing does affect the extent to which brands are perceived as cool by consumers. More importantly, evidence shows that only in the case of the “green brand” (e.g. L'Oréal), the impact on WTP is significant, which offers new implications regarding the outcomes of companies' pro-environmental policies.

Originality/value

This study is the first to investigate the outcomes of GMO over consumer's intentions (WTP) and the role of brand perceptions (coolness). The effects are compared between two global brands, with significantly different perceptions on their environmental sustainability.

Keywords

Citation

Guerreiro, J., Loureiro, S.M.C., Nascimento, J. and Duarte, M. (2023), "How to earn a premium price: the effect of green marketing and brand coolness", Journal of Communication Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCOM-05-2022-0062

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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