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Abstract

Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why people buy green products. Companies can use this enhanced understanding to promote their green products in order to enhance sales and encourage/attract non-green product customers to switch to green products.

Keywords

Green Brand Personality, Semi-Structured Interview, Thematic Analysis, Qualitative Study

Author Bio(s)

Anitha Acharya is a full time PhD student in Marketing at IFHE University, India. She has a Post Graduate Diploma in Business Management. She has publication in reputed international journal. Her research interests include brand experience and brand personality. Correspondence regarding this article can be addressed directly to: anitha_a_2000@yahoo.com.

Manish Gupta is a full time PhD student in Human Resource Management at IFHE University, India. He has a Master of Business Administration in Human Resource Management, and is also a recipient of Junior Research Fellowship awarded by University Grants Commission of India. He has publications in reputed national and international journals. Correspondence regarding this article can also be addressed directly to: manish.gupta.research@gmail.com.

Publication Date

8-28-2016

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.

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