The Effect of 'Green' Messages on Brand Purchase and Brand Rejection. Issue 2 (May 2013)

• Record Type: Journal Article
• Authors: Wheeler, Meagan; Sharp, Anne; Nenycz-Thiel, Magda
• Is Part Of: Australasian marketing journal. Volume 21:Issue 2(2013)
• Page Start: 105
• Page End: 110
• Publication Date: 2013-05
• Subjects: 'Green' brands -- Brand rejection -- Brand awareness; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1016/j.ausmj.2013.02.007
• Languages: English
• ISSNs: 1441-3582

Abstract

The paper considers consumer brand rejection of 'green' and non-green brands. We find empirically that 'green' brands are not considered largely because they are unfamiliar, rather than being consciously rejected. Consumers do not think about these brands in a buying situation, suggesting that their single 'green' message is not enough to make it into the shoppers' consideration set. Additionally, not being 'green' was not a reason for rejection of non-green brands. These findings highlight the importance of brand advertising to build multiple, relevant memory structures for any brand, thereby increasing the probability of being thought of during a buying occasion.