Green Benefit Positioning:Dimensions and Implications for Branding

Kumar, Prashant (2016) Green Benefit Positioning:Dimensions and Implications for Branding. T A Pai Management Institute, Manipal.

TWP130_1612_PrashantKumar-Green positioning.pdf

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Purpose: The article investigates benefit positioning to construct ‘green’ benefit positioning scale. It further examines the effect of green benefit positioning scale and innovative combinations of green benefit dimensions on branding objectives. Design/methodology/approach: A theoretical model of levels and branding effects of benefit positioning was developed. To investigate benefit positioning, a questionnaire method was employed amongst 189 marketing practitioners working in India for green consumer products. Statistical analyses and interpretation developed benefit-positioning scale. Further was studied the effect of benefit positioning on branding objectives for a set of green products. 356 green consumers were surveyed using snowball sampling and a questionnaire having items for branding objectives. Also, innovative combinations of green benefit positioning dimensions were tested for their effects on branding objectives. Concluding remarks discuss theoretical, managerial and social implications with limitations and directions for future research. Findings: The study resulted in dimensions of benefit positioning for green consumer products and having positive effect of benefit positioning scale on branding objectives. Also, combinations of benefit positioning dimensions were tested positive for specific branding objectives. These combinations were proposed to address green consumer segments having specific characteristics. Research limitations/implications: The study is limited to consumer products and benefit base of positioning. On the other hand, it contributes towards developing benefit-positioning scale for green consumer products and its effect on branding objectives. Thus, it leads to conceptual development in context of green marketing. Practical implications: Carefully chosen, planned and strategically proactive benefit-positioning innovations can result in development of effective environmental marketing communication plans and thus, success of green brands. Originality/ Value: This article contributes to the green marketing literature by analyzing dimensionality of benefit positioning for green brands, and suggesting strategic positioning tools for brand managers.

Item Type: TAPMI Working Papers
Uncontrolled Keywords: Green marketing; green consumer products; benefit positioning; branding; India
Subjects: Marketing
Marketing > Brand Management
Divisions: Marketing Management
Depositing User: Ms. Vanitha K
Date Deposited: 27 Sep 2018 06:43
Last Modified: 17 Oct 2018 10:08

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