Green marketing as an antecedent of willigness to pay: the mediating role of brand coolness and pro-environmental behavior

• Autor(a) principal: Duarte, Miguel Maria De Abreu
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24846
• topic: Green marketing; Green communication; Brand coolness; Willingness to pay; Pro-environmental behavior; Greenwashing; Gender; Type of company; Marketing verde; Comunicação Verde; Vontade de pagar; Comportamentos pro-ambientais; Género; Tipo de empresa

The impact of climate change and the environmental crisis has been noticeable. The scientific community has made big efforts in warning the population about the need for change, on a corporate level and on a governmental and personal level. The general public has become more aware of this crisis and has adopted different behaviors that contribute to a more sustainable world. Given this individual change, companies are redirecting their efforts into becoming “greener”, the so call “Greening of firms”. The entire business world seems to be following this pattern. Despite this, with this dissertation, I propose to study the relationship between brand coolness, Pro-environmental behavior and green marketing. It focuses on 3 main points: 1) If green marketing can be an antecedent of Brand Coolness. 2) If Brand Coolness can increase PEB and 3) Do green companies have a stronger impact on these relationships. This report aims to describe the importance of this topic and offer additional research in these fields. The research object of this study focuses on the answers of 272 consumers and utilizes partial least squares structural equation modelling to undertake an empirical study. The results show that there’s a strong positive relationship between Green Marketing and Brand Coolness, and that the type of company influences these relationships. This research also complements previous literature on brand coolness, especially in regard to one of its consequences: WTP. The type of company also changes some of these impacts and relationships.