Green Marketing
Introduction
Achchuthan Sivabalan invites discussion on green branding and green skepticism
INTEREST CATEGORY: SUSTAINABILITY
POSTING TYPE: Dialog
Posted by: Achchuthan Sivabalan
Dear ELMAR Community,
I am pleased to share two recent research focuses that delve into important areas of sustainable marketing and consumer behavior:
- Antecedents and Consequences of Green Skepticism – This study examines the factors that lead consumers to question or doubt environmentally friendly claims and explores the subsequent impact on their attitudes, purchase intentions, and brand perceptions. Understanding green skepticism can help marketers design more credible and effective sustainability strategies.
- An Investigation into the Outcomes of Green Branding – This research investigates how green branding initiatives influence consumer responses, including brand trust, loyalty, and purchase behavior. By analyzing the effectiveness of green branding efforts, organizations can better align their sustainability communication with consumer expectations.
I invite the ELMAR community to engage with these topics, share insights, and contribute to the ongoing discussion on sustainable marketing practices.
Prof. S. Achchuthan
Phone: +94763396854 | Email: achchu@univ.jfn.ac.lk