Green Marketing. The Effect of Brand Awareness and Brand Equity on Brands with a “Green” Content

      Аннотация: An imperative test confronting promoting strategist is to recognise if buyers are mindful and ready to pay more for environmentally friendly or well-disposed items. It is obvious that an upgraded learning of the profile of this portion of green purchasers would be amazingly valuable. The study is meant to examine consumers’ reactions to a company or business that is advertising with an environmental or “green” content with the potential aim of enhancing brand awareness and also increase brand equity (customer based). Since, information plays a central role in advertising; one problem with advertising green information is the lack of trust from consumers, so an opportunity to enhance trust by using green advertising is latent and feasible. Processes such as manufacturing, packaging and distribution are affected during the entire decision-making process of creating green products. Green marketing companies go beyond traditional marketing efforts, promoting environmental core values that consumers need to associate with. These can lead to creating a new product that satisfies a new market, most especially with the list of natural disasters we see today caused by non-green products.

Ключевые слова: Brand Equity, green marketing, Brand Awareness, Green Content, Advertisement, Brands, business, Climate change, Large Corporations, marketing, recycling, Renewable energy, Social Media, waste pollution, deforestation, desertification, Green House gases, Landfills, Pollution, sustainability, over population