Green pride in sustainable versus premium brand decisions

Detalhes bibliográficos
Autor(a) principal: Souto Maior, Cecilia
Data de Publicação: 2022
Outros Autores: Mantovani, Danielle, Pinto, Diego Costa, Ferreira, Mário Boto
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/140217
Resumo: Souto Maior, C., Mantovani, D., Pinto, D. C., & Ferreira, M. B. (2022). Green pride in sustainable versus premium brand decisions. Marketing Intelligence and Planning, 40(7), 821-836. https://doi.org/10.1108/MIP-03-2022-0117----------- The third author acknowledges the support from the Management of Information Research Center (MagIC), project UIDB/04152/2020
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spelling Green pride in sustainable versus premium brand decisionsGreen consumptionPremium brandsPrideComparative choicesChoice justificationSustainable consumptionMarketingSDG 12 - Responsible Consumption and ProductionSouto Maior, C., Mantovani, D., Pinto, D. C., & Ferreira, M. B. (2022). Green pride in sustainable versus premium brand decisions. Marketing Intelligence and Planning, 40(7), 821-836. https://doi.org/10.1108/MIP-03-2022-0117----------- The third author acknowledges the support from the Management of Information Research Center (MagIC), project UIDB/04152/2020Abstract Purpose Earlier research indicates that brand choices may display different identity signals, such as altruism and benevolence for green brands or high status and exclusiveness for premium brands. This research adds to the literature by exploring how opting for green (vs premium) brands leads consumers to feel authentic (vs hubristic) pride. Design/methodology/approach Three experimental studies were conducted to test the hypotheses related to green versus premium choices (Studies 1–3), public accountability (Study 2) and the underlying process of anticipated judgment (Study 3). Findings The findings reveal that choosing a green (vs premium) brand results in higher authentic pride and lower hubristic pride. However, the green pride effects were only observed when consumers' brand choices were publicly accountable. Finally, anticipated judgment mediates changes in authentic pride driven by green (vs premium) brands. Originality/value The study findings contribute preponderantly to the green consumer behavior literature and practice by providing primary evidence that green (vs premium) branding can trigger distinct patterns of pride in comparative decisions.Information Management Research Center (MagIC) - NOVA Information Management SchoolNOVA Information Management School (NOVA IMS)RUNSouto Maior, CeciliaMantovani, DaniellePinto, Diego CostaFerreira, Mário Boto2022-06-17T22:22:52Z2022-09-062022-09-06T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article16application/pdfhttp://hdl.handle.net/10362/140217eng0263-4503PURE: 44791705https://doi.org/10.1108/MIP-03-2022-0117info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:17:21Zoai:run.unl.pt:10362/140217Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:36.318758Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Green pride in sustainable versus premium brand decisions
title Green pride in sustainable versus premium brand decisions
spellingShingle Green pride in sustainable versus premium brand decisions
Souto Maior, Cecilia
Green consumption
Premium brands
Pride
Comparative choices
Choice justification
Sustainable consumption
Marketing
SDG 12 - Responsible Consumption and Production
title_short Green pride in sustainable versus premium brand decisions
title_full Green pride in sustainable versus premium brand decisions
title_fullStr Green pride in sustainable versus premium brand decisions
title_full_unstemmed Green pride in sustainable versus premium brand decisions
title_sort Green pride in sustainable versus premium brand decisions
author Souto Maior, Cecilia
author_facet Souto Maior, Cecilia
Mantovani, Danielle
Pinto, Diego Costa
Ferreira, Mário Boto
author_role author
author2 Mantovani, Danielle
Pinto, Diego Costa
Ferreira, Mário Boto
author2_role author
author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
NOVA Information Management School (NOVA IMS)
RUN
dc.contributor.author.fl_str_mv Souto Maior, Cecilia
Mantovani, Danielle
Pinto, Diego Costa
Ferreira, Mário Boto
dc.subject.por.fl_str_mv Green consumption
Premium brands
Pride
Comparative choices
Choice justification
Sustainable consumption
Marketing
SDG 12 - Responsible Consumption and Production
topic Green consumption
Premium brands
Pride
Comparative choices
Choice justification
Sustainable consumption
Marketing
SDG 12 - Responsible Consumption and Production
description Souto Maior, C., Mantovani, D., Pinto, D. C., & Ferreira, M. B. (2022). Green pride in sustainable versus premium brand decisions. Marketing Intelligence and Planning, 40(7), 821-836. https://doi.org/10.1108/MIP-03-2022-0117----------- The third author acknowledges the support from the Management of Information Research Center (MagIC), project UIDB/04152/2020
publishDate 2022
dc.date.none.fl_str_mv 2022-06-17T22:22:52Z
2022-09-06
2022-09-06T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/140217
url http://hdl.handle.net/10362/140217
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0263-4503
PURE: 44791705
https://doi.org/10.1108/MIP-03-2022-0117
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 16
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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