Nhận thức về thương hiệu xanh trong một thị trường đổi mới đang nổi

European Journal of Innovation Management - Tập 15 Số 4 - Trang 514-537 - 2012
MahaMourad1, YasserSerag Eldin Ahmed2
1Department of Management, School of Business, The American University in Cairo, Cairo, Egypt
2Mobinil Telecom, Cairo, Egypt

Tóm tắt

Mục đíchMục đích của nghiên cứu thực nghiệm này là nghiên cứu các yếu tố chính ảnh hưởng đến sự ưa thích thương hiệu xanh trong ngành viễn thông tại Ai Cập, như một ví dụ về một thị trường đổi mới đang nổi.Thiết kế/phương pháp tiếp cậnCác nhà nghiên cứu đã phát triển một khung khái niệm làm nổi bật các yếu tố của sự ưa thích thương hiệu xanh, tập trung vào bốn yếu tố; hình ảnh thương hiệu xanh, sự hài lòng xanh, sự tin tưởng xanh và nhận thức xanh. Các nhà nghiên cứu đã bắt đầu với một nghiên cứu khám phá định tính nhằm hỗ trợ khung khái niệm, tiếp theo là một nghiên cứu định lượng dưới dạng khảo sát được phát phân đến 302 người tham gia.Kết quảCác người tiêu dùng có xu hướng không đồng ý rằng họ có nhận thức về các chương trình khuyến mãi môi trường hoặc rằng họ nhận ra ý nghĩa của các khẩu hiệu môi trường và nhãn hiệu cho thương hiệu mà họ ưu tiên. Cũng phát hiện ra rằng mối tương quan giữa nhận thức xanh và sự ưa thích thương hiệu xanh là yếu nhất. Ngược lại, có một mối tương quan mạnh và tác động tích cực của các yếu tố khác (hình ảnh thương hiệu xanh, nhận thức xanh và sự tin tưởng xanh) đến sự ưa thích thương hiệu xanh. Tác động của các yếu tố đến sự ưa thích thương hiệu xanh không khác biệt rõ rệt cho các giới tính khác nhau, trong khi nó khác biệt rõ rệt cho các độ tuổi, mức thu nhập và trình độ học vấn khác nhau.

Từ khóa

#thương hiệu xanh #sự ưa thích thương hiệu #ngành viễn thông #Ai Cập #nghiên cứu định lượng #nghiên cứu định tính

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