The role of consumer's values on attaining green brand equity" an applied study on electric efficient home appliances"

Abstract

This study aims at investigating the influence of Egyptian consumption values on green brand equity. The background of this study states a critical movement toward green marketing and green consumerism. On facing the huge pollution and climatic changes, green marketing concept has been emerged to defend resources against degradation through emphasizing on products' and services' effect on environment during its life time ending with its disposal (Ottman, 2011). The perceived effect of the growing threats of pollution and environmental changes forced both companies and consumers to be concerned about these changes leading to a wide spread trend of green consumerism. The growing of environmental concern and the emerge of the green consumerism concept represent a new demand stream for environmental friendly products, which forced the companies to adapt the green model in its production process and marketing strategies to be qualified for this opportunity. Energy saving products is a form of the environmental friendly products; the mandatory energy efficient standers are effectively improving the efficiency of the appliances. Energy efficient labels complement these standards as it identifies the energy consumption of all products within a particular category. Thus, the availability of this information allows efficient and frugal purchase decision resulted from facilitating an extensive comparison between brands (United Nations department of economic and social affairs, 2007). Tantawi et al. (2009) argued that Egyptian customers have positive attitude towards the environment, yet they rank their economic concerns prior to environmental concern (Hopkins et al, 2001; Tantawi et al, 2009).