How Green Should You Be: Can Environmental Associations Enhance Brand Performance

Although few studies have empirically verified the trend, environmental associations seem to have become a generally accepted way of enhancing brand equity.

How Green Should You Be: Can Environmental Associations Enhance Brand Performance

Francisco Javier Montoro-Rios, Teodoro Luque-Martínez and Miguel-Angel Rodríguez-MolinaUniversity of Granada, Spain


As concern about environmental deterioration has increased, much has been published on the advantages of including environmental information in marketing strategies. Most of that work, however, concentrated on good-will efforts or generalized responses to public opinion publications, rather than scientific studies.

There is little scientific literature dealing with the experimental study of the impact of environmental information and associations on the formation of new attitudes toward products or brands. A number of...

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