7.5 Green claims and message frames; brand attitude

Question 1

four questions:

Answer 1

1. How Introduction of new product change brand attitude?
2. how quantity and valence of messages influence relationship between product and brand attitude
3. How source credibility moderate relationship between GNPIs and brand attitude
4. How product type moderate relationship

Question 2

vice products

Answer 2

products that provide immediate gratification and tend to be less healthful

Question 3

Virtue products

Answer 3

products that offer healthful, long-term benefits

Question 4

Why introducing new green products?

Answer 4

1. Already had a green image

2. Trends, competitive advantage

Question 5

Effect products on brand attitude

Answer 5

1. other functional benefits of the product
2. more trusted brand (when not greenwashed)
3. Willing to pay more and buy more

Question 6

Conclusions (6)

Answer 6

1. Green New Product Introductions enhances brand attitude,
2. Quantity of green claims must be limited
3. Introduce a lot of green products at once (vice)
4. Valence of claims, negative claims are more effective
5. New green virtue products do not enhance a positive brand attitude
6. Brand attitude is more influenced by unethical behavior than pro-social behavior.
7. GNPIs are not enough to change brand attitude