We’ve all heard the saying “Going Green”. Almost everyone nowadays is changing their daily habits to be more environmentally friendly. But what does this mean for businesses? Eco Brands are gaining popularity, which means adding some green to your business could be your next marketing move.
With the rising concern about climate change, it’s no wonder people are beginning to be more cautious when shopping. Whether you believe in the crisis or not, there is some sort of draw to making an environmentally friendly decision. Consumers are becoming more and more likely to spend extra on a product if it is considered “green”.
In a 2017 joint study done by, The Hong Kong Polytechnic University and Rajamangala University of Technology Phra Nakhon, researchers found that there is a strong relationship between brand green image and eco branding; specifically, within textile brands. A majority of the people surveyed agreed that eco-branding helps a brand’s reputation and credibility, and that it increases their likelihood of purchasing from a business.
Eco-Branding is the emphasis on environmentally friendly practices within a company. This could mean that products are made with recycled materials, the production leaves a smaller carbon footprint, or that the company uses revenue to invest in protecting the environment. Some major corporations will highlight specific “green” projects they do while some companies are built upon the principle of being eco-friendly. Regardless, this is a rising trend for businesses as the world becomes increasingly worried about the state of the environment.
Brand Green Image is described in the study as the consumer’s value in the eco-friendliness of a brand. Target consumers are predicted to be more willing to pay more for eco-friendly goods and services. Not all consumers hold environmentally cautious production as a high factor in decision making, but some however do. It is important to reflect the green image to that target market. The goal is to tap into the target’s values and create a more personal connection between the brand and consumer.
Credibility is a huge factor in brand loyalty. Consumers favor brands that are consistent and reliable. Data shows a positive relationship between eco-brand and credibility. Eco-Branding shows that the brand is concerned in preserving the environment, a value in which some consumers hold highly. However, it is important when implementing eco-branding to be transparent with the audience. Claiming to be “green” when sustainable practices are not being made can cause major damage to a brand’s credibility.
The study also showed that consumers are more likely to prefer a brand with an established green image. If eco-friendly tactics are integrated into the company’s brand image, participants of the survey stated that they were more likely to do business with them. This means that sustainability within a company is a key factor to market to the public.
If you are considering enhancing your company’s brand image in the future, perhaps implement an eco-branding strategy.
1. Introduce green products or services into your company. An example of a green product would be something that was made from recycled materials or was made in a process that used low energy. These types of products are becoming increasingly popular, especially within the fashion industry. Textiles require a lot of energy and water to create, so many brands are looking for alternate production methods for their products. Retail franchise H&M has a service that promotes recycling used clothes in exchange for a discount- which promotes an eco-friendly brand image.
2. In addition to adding green products or services, promote green behavior in branding materials. Include reasons why it is important to shop sustainably or use green products. Being transparent on why the brand is eco-friendly helps to build credibility and trust amongst consumers.
3. Highlight the effect on the environment your company has made by switching to be greener and articulate that data to shareholders. This creates more value in the company and can attract potential investors. Being transparent with shareholders is another way to strengthen relations and brand reputation.
Not only does eco-branding have the potential to attract more customers, it can boost your company’s reputation. As the results of the study show, there is a positive relationship between eco-brand and green brand image. There is potential for increased value, profit, and brand loyalty. So perhaps going green might be your next business move?
Post written by Lyndsey Newton
Kan, Chi Wai, Ting Chow Cheby Yuen, Chamlong Sarikanon, and Rattanaphol Mongkholrattanasit. 2017. “A Study of Brand Green Image in Relation to Eco-Branding of Fashion Products.” Applied Mechanics and Materials 866: 448-451. doi:http://dx.doi.org.liblink.uncw.edu/10.4028/www.scientific.net/AMM.866.448. https://search-proquest-com.liblink.uncw.edu/docview/1910408508?accountid=14606.
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I found this article very informative and interesting! Being eco-friendly is very important in a time such as now with global warming threatening our planet, and I think companies taking the steps to use EcoBrands is imperative. I used to work at Clean Juice which prided itself on being green and used compostable and recyclable products and although it can be more pricey it leads to more benefits in the future. I agree with the study that shows that people prefer companies that use green products and will favor that company over others because I find myself sticking to businesses that are environmentally friendly.
I love this topic and feel that it is a great strategy for companies to connect with their consumers and the environment. Living in a town like Wilmington and being so close to the water we can see the effects of pollution and global warming more often than others. Like the straw movement, it is important to many people in the community and some companies see that and use it as an opportunity to brand themselves and connect more with those around them. Dockside, for example, got rid of straws completely and some restaurants like mine have switched to paper straws. Simple switches like this have led to a stronger brand image and brand loyalty. That and it helps save the planet. I think every company could benefit from being eco-friendly seeing as how we are moving in that direction as a society.
This is a topic that is important for every business to understand. The majority of Americans agree that climate change is a real issue, but most contribute little to the cause. Businesses that both manufacture and promote green products allow for the consumers to educate both them and their peers on minor, easy to implement ways to “go green.” One of the most important parts of this article is the list of ways that businesses can implement green initiatives. I have personally seen several of the ways that real life brands have implemented some of these strategies. In Wilmington, several establishments only serve straws upon request, including Blue Surf Cafe and Cast Iron Skillet. Another example are 4Ocean bracelets, which are made from plastic that was pulled from the ocean. 4Ocean is one of the most transparent “green” companies that I have encountered. Each bracelet allows them to pull one pound of trash from the ocean, and a percentage of the profits go to a charity specified by each bracelet. Although “green” products can be more money upfront, they are better for the environment. In addition, many “green” products are manufactured by small businesses owned and operated by Americans, which helps “support local.” In addition to showing businesses several ways that they can become more “green,” this article also shows consumers what to look out for in a “green” business, as well as how to be more conscious as a consumer.
This article was really interesting! It got me thinking about many things. First off, I think that with the growing trend in society to be healthy and make the world healthy, through such outlets as all-natural products, global warming efforts, getting rid of plastic straw, etc., there are great opportunities for businesses to make more money by supporting the popular opinions of the consumer. Also, the list of ways businesses can initiate green initiatives was great because it made me think of “the halo effect” in marketing. By using certain keywords, phrases, or images, products can develop the halo effect, which makes them more desirable to consumers because of the things they are associated with. Therefore, if a company decides to go eco-friendly, keywords like “green” or “all-natural” can attract a larger consumer audience because it is a popular trend that more and more people are wanting to support. Last, as an art minor, I thought about color theory. In other words, how changing the color of the product or the product’s logo to having green in it, would make it more desirable because it would be seen as eco-friendly or health-conscious. Many companies do this already; they play with the color that will be most effective in attracting a strong brand image. Overall, great article, it was very interesting and thought-provoking.