Green Claims and Message Frames: How Green New Products Change Brand Attitude
Green Claims and Message Frames: How Green New Products Change Brand Attitude
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DOI：
10.1509/jm.13.0387
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发表时间：
2014-08
影响因子：
12.9
通讯作者：
Mitchell C. Olsen;Rebecca J. Slotegraaf;Sandeep R. Chandukala
中科院分区：
文献类型：
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作者：
Mitchell C. Olsen;Rebecca J. Slotegraaf;Sandeep R. Chandukala
为了响应全球十大消费趋势，公司越来越多地推出环境上可持续的（“绿色”）新产品。企业分配显着的资源，这方面，因此，作者认为品牌层面的影响，通过调查如何引入绿色新产品改变对品牌的态度。在研究这种关系时，他们利用社会认同和框架理论来研究绿色新产品推出的驱动因素，以及信息框架、来源可信度和产品类型的调节作用。通过对75个品牌在2009-2012年四年时间段内推出的新产品的三阶段最小二乘模型进行估计，作者发现，绿色新产品的推出确实可以改善品牌态度，品牌和品类的定位都影响绿色新产品的推出。他们还发现，绿色信息的数量，产品类型，以及他们的来源可信度影响的程度，绿色新产品改变品牌态度。作者利用这些发现为管理者提供指导，因为他们试图有效地将他们的绿色创新努力与改善消费者对他们品牌的态度联系起来。
In response to a top ten global consumer trend, firms are increasingly introducing environmentally sustainable (“green”) new products. Firms allocate significant resources to this area; thus, the authors consider the brand-level implications by investigating how the introduction of green new products changes attitude toward the brand. In examining this relationship, they draw from social identity and framing theories to investigate drivers of green new product introductions as well as the moderating effects of message framing, source credibility, and product type. Estimating a three-stage least squares model based on new product introductions from 75 brands across a four-year time period (2009–2012), the authors find that green new product introductions can indeed improve brand attitude and that both the brand and category's positioning influence the introduction of green new products. They also find that the quantity of green messages, the product type, and their source credibility influence the extent to which green new products change brand attitude. The authors use these findings to provide guidance for managers as they attempt to effectively link their green innovation efforts to improve consumer attitudes toward their brands.