Sustainable Brand Image: An Empirical Analysis on Relevance of National Origin
Wiedehöft, Laura (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023111029138
https://urn.fi/URN:NBN:fi:amk-2023111029138
Tiivistelmä
Urgency for sustainable development increases, and marketers must take action by fostering sustainable consumption. Thus, this paper explores the adaption of the concept localization, derived from sustainability approaches, to sustainable marketing. This is done by analysing current consumer mindset in form of sustainable brand image, and described in the research question as follows: Does national origin stand in relation with a sustainable brand image? As research method, a digital quantitative survey was
conducted. As the global soft drink industry accounts as one of the greatest polluters,
participants were queried, and an empirical analysis was carried out on the basis of soft
drink brands on the German market. Brand categories were established of local, globally
owned and global brands, which are compared in the survey. Results show local brands to be perceived as more sustainable than globally owned and global brands. While no holistic
relation towards the factor of origin or localized sustainability demands was identified, first
indications have been examined. Among some brand categories it has been recognized that brand image becomes more factual driven. But all in all, current consumer mindset does not integrate the aspect of localization in their sustainability evaluation of brands comprehensively.
conducted. As the global soft drink industry accounts as one of the greatest polluters,
participants were queried, and an empirical analysis was carried out on the basis of soft
drink brands on the German market. Brand categories were established of local, globally
owned and global brands, which are compared in the survey. Results show local brands to be perceived as more sustainable than globally owned and global brands. While no holistic
relation towards the factor of origin or localized sustainability demands was identified, first
indications have been examined. Among some brand categories it has been recognized that brand image becomes more factual driven. But all in all, current consumer mindset does not integrate the aspect of localization in their sustainability evaluation of brands comprehensively.