Green pride in sustainable versus premium brand decisions

Cecilia Souto Maior, Danielle Mantovani, Diego Costa Pinto, Mário Boto Ferreira

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Abstract

Abstract
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.
Original languageEnglish
Number of pages16
JournalMarketing Intelligence and Planning
DOIs
Publication statusE-pub ahead of print - 13 Jun 2022

Keywords

  • Green consumption
  • Premium brands
  • Pride
  • Comparative choices
  • Choice justification
  • Sustainable consumption

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