Perception of green brand in an emerging innovative market

Abstract

Purpose

The purpose of this empirical research is to study the main factors affecting the green brand preference in the telecom industry in Egypt as an example of an emerging innovative market.

Design/methodology/approach

The researchers develop a conceptual framework highlighting the dimensions of the green brand preference focusing on four constructs; green brand image, green satisfaction, green trust, and green awareness. The researchers started with a qualitative exploratory research in order to support the conceptual framework followed with a quantitative research in the form of a survey distributed among 302 respondents.

Findings

The consumers tended to disagree that they are aware of environmental promotions or that they recognize the meaning of environmental slogans and labels for their preferred brand. It was also found that the correlation between green awareness and green brand preference is the weakest. On the other hand; there is a strong correlation and a positive effect of the other factors (green brand image, green awareness and green trust) and green brand preference. The effect of the factors on green brand preference wasn’t significantly different for different genders, while it was significantly different for different ages, income levels and education levels.

Practical implications

The results of this research confirmed what the experts agreed upon during the exploratory phase and gave the researchers more confidence that the first step to start using green marketing principles in Egypt is to enhance the green image, satisfaction and trust as well as educating them on the importance of the green activities.

Originality/value

The research includes conceptual contribution in a trial to develop a conceptual framework to green brand preference in an innovative industry. In addition, there is empirical contribution since according to the researchers knowledge there is not any single paper on green branding strategies in the Egyptian market as an example of an emerging market.

Citation

Mourad, M. and Serag Eldin Ahmed, Y. (2012), "Perception of green brand in an emerging innovative market", European Journal of Innovation Management, Vol. 15 No. 4, pp. 514-537. https://doi.org/10.1108/14601061211272402