Eco-friendly brands to drive sustainable development : Replication and extension of the brand experience scale in a cross-national context

• The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users (N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers' responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

TEKNIK OCH TEKNOLOGIER  -- Naturresursteknik -- Miljöteknik och miljöledning (hsv//swe)

ENGINEERING AND TECHNOLOGY  -- Environmental Engineering -- Environmental Management (hsv//eng)

Nyckelord

Brand experience

Brand measurement

E-waste

Eco-friendliness

Microfoundations

Sustainable development

consumption behavior

electronic waste

microeconomics

perception

public attitude

Finland

India

Malus x domestica

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)