Measuring the Impact of Green Brand Positioning on Green Brand Attitudes in the Context of Pakistan

Abstract

substances used in the manufacture of household appliances has a negative influence on the environment. Consumption patterns must shift from traditional brand positioning of household appliances to energy-saving inverters and low-emission refrigerant systems, which must be integrated into the firms’ corporate brand umbrella. Keeping in view the same scenario, the current research aims to examines the impact of functional and emotional green brand positioning on green brand attitude in the setting of a developing market, Pakistan, using low-emission refrigerant and inverter systems. The current study is quantitative in nature and used survey instruments with a sample size of 320, which was chosen using snowball sampling approach. Data was collected from consumers of sustainable household appliances (low-emission refrigerant and inverter systems in Pakistan) via a personally administered questionnaire, which was validated using AMOS and SPSS using structural equation modelling. According to the findings, there is a strong and positive association between functional and emotional green brand positioning and green brand attitude. As a result, the study's two hypotheses are supported. This study adds to the literature on green brand management by demonstrating a positive and substantial association between functional and emotional green brand positioning and green brand attitude. Marketing and brand practitioners should create integrated marketing communication strategies focusing on green functional and emotional features to aid in the development of green brand attitudes toward environmentally safe home appliances. Finally, peak seasons demands differential positioning strategies in the context of inverters home appliances technologies. This limitation may be taken into account as a worthy recommendation in potential research with regard to longitudinal data analysis of seasonal products.

      Keywords: functional & emotional green brand positioning, green brand attitude. low-emission refrigerant