GREENBRANDING

Influence of GreenBranding in Supermarkets on Consumer's Decision Making

Abstract

The importance of Supermarkets in the UK is understandable. Only London has a population of around 8 million citizens. UK is also one of the most favourite tourist destinations, and there are hundreds of people who migrate to UK and start a new life. Supermarkets provide necessities of life to people from all social classes including lower middle and upper classes. People shod for, not only utilities, but luxuries, as well. All these statistics underpin the growing importance of Supermarkets in the UK. Therefore, it is essential that Supermarkets in the UK continue to adopt emerging trends to continue contribution to the economy of the UK. This discussion brought attention to the concept of GreenBranding and its influence on the decision making by customers. The focus of the research is on Supermarkets, specifically in London region. Green is the latest echo and GreenBranding is a new notion within Supermarket industry.

Influence of GreenBranding in Supermarkets on Consumer's Decision Making

Introduction

The research proposal begins with discussion of two approaches, which form justification for the notion of Green Branding. These approaches include functional versus emotional positioning approach and the triple bottom line approach. The research methodology is based on primary and secondary research based on quantitative and qualitative methods. The objective of the research is to find out how the notion of Green Branding influences consumers decisions such as purchasing, recommending and forgoing incentives (Graves 2010, pp.42). The research proposal highlights key initiatives to be taken by Green Supermarket Brands.

Literature Review

Functional Versus Emotional Positioning Approach

Although, there have been much research conducted on the notion of GreenMarketing but, very little research has been undertaken on the concept of GreenBranding. Various researchers including Fraj and Martínez, 2002; Kalafatis et al., 1999; Calomarde, 2000; Kassarjian, 1971; Kinnear et al, 1974; Fuller, 1999; Coddington, 1993; Bigné, 1997; Meffert and Kirchgeorg, 1993; Hopfenbeck, 1993; Peattie, 1995; Polonsky and Mintu-Wimsatt, 1995; Schlegelmilch et al, 1996; Ottman, 1994; and others have provided much insights into the notion of GreenMarketing. This research would use the extracts of Greenpositioning in order to study the influence of decision making. A GreenBrand identity is presented by a set of benefits and brand attitudes which are linked to the perceived environmental effect and benefits of positioning a brand as environmental friendly. Although, the emotional affects are still unevaluated, the research would also focus on emotional dimension. Position of any brand has a major influence of purchasing decision; therefore, the research would include application of functional versus emotional positioning approach in order to comprehend the importance of functional, as well as, emotional nature of positioning and its influence on decision making (Alexandru et.al 1999, pp.1).

A functional brand attribute based GreenPositioning by supermarkets would aim to create brand equity by providing information about environment attributes of a particular product (Bhat & Reddy 1998, pp.32). This strategy by supermarkets in the UK should focus on relevant environmental benefits of products in comparison to competitive ...