The Positive Impact of Green & Social Brand Trust

  • Erik Schoppen (Speaker)

Activiteit: Professional or public presentationProfessional

Description

More and more consumers are willing to adapt a conscious lifestyle. And often, they do that by using ‘green branded’ products that they trust and fit their (rational and emotional) view and social identity (brand-fit). But can these companies be trusted? Consumers want to be able to rely on the long-term intentions of brand organizations that market sustainable or healthier products. Hence, do they really live up to their sustainable or social purpose? For many manufacturers, ‘green branding’ is still a marketing proposition - mostly communicated in campaigns and on-pack, but less traceable in the product itself. As a result, critical consumers do not trust these claims. So, what can brand organizations do to gain their trust? In his research, he found that a sustainable and pro-social (brand) positioning can lead to increased value perception, stronger brand relationships, and a higher overall trust in the brand. When organisations are transparent in how they operate and what they offer, more consumers are willing to develop a trust brand relationship, help reducing the waste footprint, and defend the brand(organisation) if necessary. In this lecture, Erik Schoppen will show the link between green and social brand trust and a more sustainable lifestyle.
Periode31-mei-2018
Gehouden opWageningen University, Netherlands
Mate van erkenningNational