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Publicação
Green pride in sustainable versus premium brand decisions
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Orientador(es)
Resumo(s)
Purpose – Earlier research indicates that brand choices may display different identity signals, such as
altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research
adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic
(vs hubristic) pride.
Design/methodology/approach – Three experimental studies were conducted to test the hypotheses
related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying
process of anticipated judgment (Study 3).
Findings – The findings reveal that choosing a green (vs premium) brand results in higher authentic pride and
lower hubristic pride. However, the green pride effects were only observed when consumers’ brand choices
were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green
(vs premium) brands.
Originality/value – The study findings contribute preponderantly to the green consumer behavior literature
and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of
pride in comparative decisions.
Descrição
Palavras-chave
Green consumption Premium brands Pride Comparative choices Choice justification Sustainable consumption
Contexto Educativo
Citação
Souto Maior, C., Mantovani, D., Pinto, D. C., & Ferreira, M. B. (2022). Green pride in sustainable versus premium brand decisions. Marketing Intelligence & Planning, 40(7), 821-836. https://doi.org/10.1108/MIP-03-2022-0117
Editora
Emerald