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Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio
Creating Sustainable Brands: How The Green 4 Ps Influence Consumers' Attitudes Toward Brands, Julia Dipersio
Honors Capstone Projects - All
I study the important brand-building relationship between consumer characteristics and the green 4 Ps that has been neglected in the literature: how the green marketing mix can work simultaneously to influence a consumer’s attitude toward a green brand with the goal of understanding how a green brand image is created. This study considers Information Integration Theory and Social Judgment Theory to assess how attitudes can be formed through the green 4 Ps. I collected data through a Qualtrics online survey from 185 respondents. Subsequent regression analyses in SPSS revealed certain strong relationships between select consumer characteristics and a positive attitudinal …