The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf
Publication
, Journal Article
Wood, S; Robinson, S; Poor, M
Published in: Journal of Advertising Research
June 1, 2018
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche “green” brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands’ green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase. Data from a large-scale study of real consumers demonstrate that the evaluation of the efficacy of the mainstream brand and its choice share decrease, in comparison with niche green brands. The authors identify the cause as zero-sum thinking about product’s morality/efficacy trade-off and offer solutions to negate this effect.
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Published In
Journal of Advertising Research
DOI
EISSN
1740-1909
ISSN
0021-8499
Publication Date
June 1, 2018
Volume
58
Issue
2
Start / End Page
165 / 176
Related Subject Headings
- Marketing
- 3506 Marketing
- 2001 Communication and Media Studies
- 1505 Marketing
Citation
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Chicago
ICMJE
MLA
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Wood, S., Robinson, S., & Poor, M. (2018). The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf. Journal of Advertising Research, 58(2), 165–176. https://doi.org/10.2501/JAR-2018-025
Wood, S., S. Robinson, and M. Poor. “The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf.” Journal of Advertising Research 58, no. 2 (June 1, 2018): 165–76. https://doi.org/10.2501/JAR-2018-025.
Wood S, Robinson S, Poor M. The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf. Journal of Advertising Research. 2018 Jun 1;58(2):165–76.
Wood, S., et al. “The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf.” Journal of Advertising Research, vol. 58, no. 2, June 2018, pp. 165–76. Scopus, doi:10.2501/JAR-2018-025.
Wood S, Robinson S, Poor M. The efficacy of green package cues for mainstream versus niche brands: How mainstream green brands can suffer at the shelf. Journal of Advertising Research. 2018 Jun 1;58(2):165–176.
Published In
Journal of Advertising Research
DOI
EISSN
1740-1909
ISSN
0021-8499
Publication Date
June 1, 2018
Volume
58
Issue
2
Start / End Page
165 / 176
Related Subject Headings
- Marketing
- 3506 Marketing
- 2001 Communication and Media Studies
- 1505 Marketing