How consumers’ respect for nature and environmental self-assets influence their car brand experiences

• This paper provides a novel perspective on sustainability research by exploring how two pro-environmental characteristics of consumers – respect for nature and environmental self-assets – influence their brand experiences. The study uses survey data collected on a car brand that incorporated eco-friendly advances. The results show that respect for nature has an impact on how respondents experience the eco-friendliness of brands and that eco-friendly brand experiences in turn influence general brand experiences. The findings also suggest that the effects of the two pro-environmental characteristics depend on the education level of the consumer: eco-friendly brand experiences of highly educated consumers are affected by their respect for nature, whereas those of consumers with lower education levels are affected by environmental self-assets.

Ämnesord

TEKNIK OCH TEKNOLOGIER  -- Naturresursteknik -- Miljöledning (hsv//swe)

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

Nyckelord

automotive industry

brand experience

car brand

eco-friendliness

pro-environmental characteristics

partial least squares structural equation modeling

Publikations- och innehållstyp

ref (ämneskategori)

art (ämneskategori)