Green Claims and Message Frames: How Green New Products Change Brand Attitude

• Main Authors: Olsen, Mitchell C., Slotegraaf, Rebecca J., CHANDUKALA, Sandeep R.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: brand attitude; green products; innovation; message framing; source credibility; Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4806
• Institution: Singapore Management University

In response to a top ten global consumer trend, firms are increasingly introducing environmentally sustainable (“green”) new products. Firms allocate significant resources to this area; thus, the authors consider the brand-level implications by investigating how the introduction of green new product...