The limited effects of green marketing on attitudes towards trademarks
DOI:
https://doi.org/10.4185/rlcs-2023-2024Keywords:
green marketing, advertising, environment, greenwashing, statistical modelling, ecologyAbstract
Introduction: Green marketing is an inherent part of many companies, whose main objective is to
make consumers aware of their commitment to the environment and also to improve the image and
attitude towards their brands and products. At the same time, the attitude towards the environment
of these consumers is of great relevance, as the effectiveness of green marketing or, on the contrary,
its perception as greenwashing, will depend on it. Therefore, the aim of this research is to test how
different green marketing strategies influence attitudes towards certain brands/products in terms of
beliefs and attitudes towards ecology and the environment. Methodology: A questionnaire was given
to 342 university students about different brands and with different types of presentations (without
image, with normal or classic advertising, with green advertising), as well as a series of items on
environmental attitudes. Results: green marketing does not influence attitudes in most of the products
presented, and the importance that people attach to ecological and environmental issues does not
affect the relationship between green marketing and attitudes towards the brand/product in most cases.
Discussion: companies should be aware that their green marketing practices may not be effective and
that consumers may detect greenwashing. Conclusions: the statistical model presented here proves to
be effective and can serve as a reference for future similar research that wishes to broaden the object
of study.
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