Accesso libero

Green Brand Positioning for Organic Food: A Content Analysis of Corporate Websites

   | 30 dic 2021
INFORMAZIONI SU QUESTO ARTICOLO

Cita

Albalact. (2020) The official website of SC Albalact SRL for Zuzu Bio brand, Retrieved from https://zuzubio.ro. Search in Google Scholar

Amin, M., Uthamaputhran, S., Ali, F. (2015) The effectiveness of green product positioning and marketing strategies towards purchase intention in Malaysia, International Journal of Innovation and Learning, 17(4), 516-528.10.1504/IJIL.2015.069634 Search in Google Scholar

Asioli, D., Canavari, M., Pignatti, E., Obermowe, T., Sidali, K. L., Vogt, C., Spiller, A. (2014) Sensory experiences and expectations of Italian and German organic consumers, Journal of International Food & Agribusiness Marketing, 26(1), 13-27.10.1080/08974438.2012.755718 Search in Google Scholar

Barrena, R., Sánchez, M. (2010) Frequency of consumption and changing determinants of purchase decision: from attributes to values in the organic food market, Spanish Journal of Agricultural Research, 8(2), 251-272.10.5424/sjar/2010082-1178 Search in Google Scholar

Belz, F. M., Karstens, B. (2005) Strategic and instrumental sustainability marketing in the Western European food processing industry: Conceptual framework and hypothesis, Corporate Responsibility Research Conference, Leeds, University of Leeds. Search in Google Scholar

Belz, F. M., Schmidt-Riediger, B. (2009) Marketing Strategies in the Age of Sustainable Development: Evidence from the Food Industry, Business Strategy and the Environment, 19(7), 401-416.10.1002/bse.649 Search in Google Scholar

Bozga, N. A. (2015) Consumers behavior features upon the organic products in Romania, International Conference on Marketing and Business Development, Bucharest, University of Economic Studies Publishing House. Search in Google Scholar

Bozga, N. A. (2017) Modele de marketing pentru produsele ecologice de origine agricolă. (Doctoral dissertation), Bucharest, University of Economic Studies. Search in Google Scholar

Bozga, N. A., Cristea, A. (2016) Defining Primary Brand Associations for the Strategic Positioning of Certified Organic Products, International Journal of Sustainable Economies Management, 5(3), 37-50.10.4018/IJSEM.2016070103 Search in Google Scholar

Brüggenwirth, B. (2006) The CSR brand positioning grid. In: Jonker J., de Witte M. (eds), Management Models for Corporate Social Responsibility, Springer, Berlin, Heidelberg, pp. 140-146.10.1007/3-540-33247-2_17 Search in Google Scholar

Bursan, R., Listiana, I., Ardeno, R., Bangsawan, S., Jimad, H., Mutolib, A. (2021) Consumer attitude toward using eco-friendly plastic bags: A green marketing approach, IOP Conference Series: Earth and Environmental Science, Bandar Lampung, Indonesia10.1088/1755-1315/739/1/012060 Search in Google Scholar

Chen, N. H., Lee, C. H., Huang, C. T. (2015) Why buy organic rice? Genetic algorithm-based fuzzy association mining rules for means-end chain data, International Journal of Consumer Studies, 39(6), 692-707.10.1111/ijcs.12210 Search in Google Scholar

Ćirić, M., Prodanović, R. (2013) Positioning strategy of organic food products, Ekonomija: teorija i praksa, 6(3), 33-48. Search in Google Scholar

Dean, T. J., Pacheco, D. F. (2014) Green marketing: a strategic balancing act for creating value, Journal of Business Strategy, 35(5), 14-22.10.1108/JBS-11-2013-0109 Search in Google Scholar

Driessen, P. H., Hillebrand, B., Kok, R., Verhallen, T. M. (2013) Green new product development: the pivotal role of product greenness, IEEE Transactions on Engineering Management, 60(2), 315-326.10.1109/TEM.2013.2246792 Search in Google Scholar

European Commission. (2007) Council Regulation (EC) No 834/2007 of 28 June 2007 on organic production and labelling of organic products and repealing Regulation (EEC) No 2092/91. Official Journal of the European Union, 189(1), 1-23. Search in Google Scholar

Fabrica de Lapte Brașov. (2020) The official website of SC Fabrica de lapte Brasov SRL for Olympus brand, Retrieved from https://www.olympusdairy.ro/ Search in Google Scholar

Fillion, L., Arazi, S. (2002) Does organic food taste better? A claim substantiation approach, Nutrition & Food Science, 32(4/5), 153-157.10.1108/00346650210436262 Search in Google Scholar

Ginsberg, J. M., Bloom, P. N. (2004) Choosing the right green marketing strategy, MIT Sloan Management Review, 46(1), 79-84. Search in Google Scholar

Gong, S., Sheng, G., Peverelli, P., Dai, J. (2020) Green branding effects on consumer response: examining a brand stereotype-based mechanism, Journal of Product & Brand Management, 30(7),1033-1046.10.1108/JPBM-03-2020-2785 Search in Google Scholar

Hartmann, P., Ibanez, V. A., Sainz, F. J. F. (2005) Green branding effects on attitude: functional versus emotional positioning strategies, Marketing Intelligence & Planning, 23(1), 9-29.10.1108/02634500510577447 Search in Google Scholar

Hartmann, P., Sainz, F. J. F., Ibáñez, V. A. (2004) Superando los límites medioambientales de la empresa: un estudio experimental del efecto del posicionamiento ecológico en la actitud hacia la marca, Cuadernos de gestión, 4(1), 83-95. Search in Google Scholar

Haryanto, B., Budiman, S. (2014) The role of environmental knowledge in moderating the consumer behavioral processes toward the Green products (survey on the Green product-mind in Indonesian), Review of Integrative Business and Economics Research, 4(1), 203-216. Search in Google Scholar

Hemmerling, S., Asioli, D., Spiller, A. (2016) Core organic taste: preferences for naturalness-related sensory attributes of organic food among European consumers, Journal of Food Products Marketing, 22(7), 824-850.10.1080/10454446.2015.1121428 Search in Google Scholar

Hollensen, S. (2011). Global marketing: a decision-oriented approach (5th ed.), Pearson Education Limited, Edinburgh Gate Harlow. Search in Google Scholar

Huang, Y. C., Yang, M., Wang, Y. C. (2014). Effects of green brand on green purchase intention, Marketing Intelligence & Planning, 32(3), 250-268.10.1108/MIP-10-2012-0105 Search in Google Scholar

Insch, A. (2011) Conceptualization and anatomy of green destination brands, International Journal of Culture, Tourism and Hospitality Research, 5(3), 282-290.10.1108/17506181111156970 Search in Google Scholar

Iyer, P., Davari, A., Zolfagharian, M., Paswan, A. (2019) Market orientation, positioning strategy and brand performance, Industrial Marketing Management, Vol. 81, 16-29.10.1016/j.indmarman.2018.11.004 Search in Google Scholar

Jackson, K., Bazeley, P. (2019) Qualitative data analysis with NVivo (3th ed.), SAGE Publications Limited, London. Search in Google Scholar

Janssen, M., Hamm, U. (2011) Consumer perception of different organic certification schemes in five European countries, Organic Agriculture, 1(1), 31-43.10.1007/s13165-010-0003-y Search in Google Scholar

Juwaheer, T. D., Pudaruth, S., Noyaux, M. M. E. (2012) Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius, World Journal of Entrepreneurship, Management and Sustainable Development, 8(1), 36-59.10.1108/20425961211221615 Search in Google Scholar

Kapferer, J. N. (2008) New strategic brand management: creating and sustaining brand equity long term (4th ed.), Kogan Page Limited, London. Search in Google Scholar

Krippendorff, K. (2013) Content analysis: An introduction to its methodology (3rd ed.), SAGE Publications, Thousand Oaks, CA. Search in Google Scholar

Laia’s Organic. (2020) The official website of Laia’s Organic, Retrieved from https://www.laias-organic.ro. Search in Google Scholar

Leonidou, L. C., Fotiadis, T. A., Christodoulides, P., Spyropoulou, S., Katsikeas, C. S. (2015) Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance, International Business Review, 24(5), 798-811.10.1016/j.ibusrev.2015.02.001 Search in Google Scholar

Lin, J., Zhou, Z. (2020) The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value, International Journal of Emerging Markets.10.1108/IJOEM-06-2020-0657 Search in Google Scholar

MADR (2018) Operators certified in organic farming in 2018, Retrieved from https://www.madr.ro/agricultura-ecologica/operatorii-certificati-in-agriculturaecologica-2018.html. Search in Google Scholar

Magnier, L., Schoormans, J., Mugge, R. (2016) Judging a product by its cover: Packaging sustainability and perceptions of quality in food products, Food Quality and Preference, 53, 132-142.10.1016/j.foodqual.2016.06.006 Search in Google Scholar

Matthes, J., Wonneberger, A., Schmuck, D. (2014) Consumers’ green involvement and the persuasive effects of emotional versus functional ads, Journal of Business Research, 67(9), 1885-1893.10.1016/j.jbusres.2013.11.054 Search in Google Scholar

Mera, A. C. (2003) El etiquetado ecológico: Un análisis de su utilización como instrumento de marketing (Doctoral dissertation), Universidad de Extremadura, Badajoz. Search in Google Scholar

Mishra, P., Sharma, P. (2010) Green marketing in India: Emerging opportunities and challenges, Journal of Engineering, Science and Management Education, 3(1), 9-14. Search in Google Scholar

Naspetti, S., Zanoli, R. (2005) Consumers’ knowledge of organic quality marks, ISOFAR Conference on “Researching Sustainable Systems, Adelaide, South Australia. Search in Google Scholar

Naspetti, S., Zanoli, R. (2009) Organic food quality and safety perception throughout Europe, Journal of Food Products Marketing, 15(3), 249-266.10.1080/10454440902908019 Search in Google Scholar

Ottman, J. A., Stafford, E. R., Hartman, C. L. (2006) Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products, Environment: Science and Policy for Sustainable Development, 48(5), 22-36.10.3200/ENVT.48.5.22-36 Search in Google Scholar

Padel, S., Gössinger, K. (2008) Farmer consumer partnerships communicating ethical values: A conceptual framework (CORE Organic project no. 1897), CORE Organic, Tjele. Search in Google Scholar

Petrescu, A., Oncioiu, I., Petrescu, M. (2017) Perception of organic food consumption in Romania, Foods, 6(42), 1-11.10.3390/foods6060042 Search in Google Scholar

Petrescu, D., Petrescu-Mag, R. M. (2015) Organic food perception: fad, or healthy and environmentally friendly? A case on Romanian consumers, Sustainability, 7(9), 12017-12031.10.3390/su70912017 Search in Google Scholar

Phenalex. (2020) The official website of SC Phenalex SRL, Retrieved from https://www.phenalex.ro/. Search in Google Scholar

Polonsky, M. J., Rosenberger III, P. J. (2001) Reevaluating green marketing: A strategic approach, Business Horizons, 44(5), 21-30.10.1016/S0007-6813(01)80057-4 Search in Google Scholar

QSR International. (n.d.) About cluster analysis. Retrieved from http://help-nv11.qsrinternational.com/desktop/concepts/about_cluster_analysis.htm. Search in Google Scholar

Quality Natural. (2020) The official website of S.C. Quality Natural S.R.L., Retrieved from www.valeputna.ro/. Search in Google Scholar

Rahbar, E., Abdul Wahid, N. (2011) Investigation of green marketing tools’ effect on consumers’ purchase behavior, Business Strategy Series, 12(2), 73-83.10.1108/17515631111114877 Search in Google Scholar

Rex, E., Baumann, H. (2007) Beyond ecolabels: what green marketing can learn from conventional marketing, Journal of Cleaner Production, 15(6), 567-576.10.1016/j.jclepro.2006.05.013 Search in Google Scholar

Ries, A., Trout, J. (2001) Positioning: The Battle for Your Mind (20th Anniversary Edition), McGraw-Hill, New York. Search in Google Scholar

Roman, T., Bostan, I., Manolică, A., Mitrica, I. (2015) Profile of green consumers in Romania in light of sustainability challenges and opportunities, Sustainability, 7(6), 6394-6411.10.3390/su7066394 Search in Google Scholar

Roosen, J., Kottl, B., Hasselbach, J. (2012) Can local be the new organic? Food choice motives and willingness to pay (No. 322-2016-11302), Agricultural and Applied Economics Association. Search in Google Scholar

Saha, M., Darnton, G. (2005) Green companies or green conpanies: are companies really green, or are they pretending to be?, Business and Society Review, 110(2), 117-157.10.1111/j.0045-3609.2005.00007.x Search in Google Scholar

Schiffman, L. G., Kanuk, L. L. (2007) Consumer Behavior (9th ed.), Pearson Prentice Hall, New Jersey. Search in Google Scholar

Sidali, K. L., Spiller, A., von Meyer-Hoefer, M. (2016) Consumer expectations regarding sustainable food: Insights from developed and emerging markets, International Food and Agribusiness Management Review, 19(3), 141-170. Search in Google Scholar

Steenis, N. D. (2019) Consumer response to sustainable packaging design. (Doctoral dissertation), Wageningen University, Wageningen. Search in Google Scholar

Stoica, M. (2020) The profile of the organic food consumer in Romania: a review, BASIQ International Conference: New Trends in Sustainable Business and Consumption, Bucharest, University of Economic Studies Publishing House. Search in Google Scholar

Stoica, M., Mehedințu, M., Stoian, M., Stancu, A., Filip, A., Roșca, M. I. (2020) The Organic Food Market in Romania, Emerging Trends in Marketing and Management International Conference, Bucharest, University of Economic Studies Publishing House. Search in Google Scholar

Suki, N. M. (2016) Green product purchase intention: impact of green brands, attitude, and knowledge, British Food Journal, 118(12), 2893-2910.10.1108/BFJ-06-2016-0295 Search in Google Scholar

Taherdangkoo, M., Mona, B., Ghasemi, K. (2019) The role of industries’ environmental reputation and competitive intensity on sustainability marketing strategy: Customers’ environmental concern approach, Spanish Journal of Marketing-ESIC, 23(1), 3-24.10.1108/SJME-02-2018-0005 Search in Google Scholar

Tjahjadi, B., Soewarno, N., Hariyati, H., Nafidah, L. N., Kustiningsih, N., Nadyaningrum, V. (2020) The Role of Green Innovation between Green Market Orientation and Business Performance: Its Implication for Open Innovation, Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1-18.10.3390/joitmc6040173 Search in Google Scholar

Vietoris, V., Kozelová, D., Mellen, M., Chreneková, M., Potclan, J. E., Fikselová, M., Kopkáš, P., Horská, E. (2016) Analysis of consumer preferences at organic food purchase in Romania, Polish Journal of Food and Nutrition Sciences, 66(2), 139-146.10.1515/pjfns-2015-0028 Search in Google Scholar

Viile Budureasca. (2020) The official website of SC VIILE BUDUREASCA SRL, Retrieved from www.budureasca.ro/. Search in Google Scholar

Vlahović, B., Šojić, S. (2017) Positioning of organic food brands in consumers’ minds, AgroEkonomika, 46(76), 105-117. Search in Google Scholar

Voicu, M. C., Iliescu, E. M. (2015) Consumer’s Attitude Concerning Organic Foods, National Strategies Observer, 3(2), 139-149. Search in Google Scholar

Voinea, L., Popescu, D. V., Negrea, M. T. (2015) Bune practici în educarea şi informarea noii generaţii de consumatori privind produsele alimentare ecologice, Amfiteatru Economic, 17(38), 357-375. Search in Google Scholar

von Meyer-Höfer, M., Nitzko, S., Spiller, A. (2013) Expectation Gaps and Halo-Effects in Organic Food Positioning: Characteristics of Organic Food from a Consumer’s Point of View (No.25), Global Food Discussion Papers, Georg-August-Universitaet, Goettingen. Search in Google Scholar

von Meyer-Höfer, M., Nitzko, S., Spiller, A. (2015) Is there an expectation gap? Consumers’ expectations towards organic: An exploratory survey in mature and emerging European organic food markets, British Food Journal, 117(5), 1527-1546.10.1108/BFJ-07-2014-0252 Search in Google Scholar

Wang, H. J. (2016) Green Brand Positioning in the Online Environment, International Journal of Communication, Vol. 10, 1405-1427. Search in Google Scholar

Wang, H.J. (2017) A brand-based perspective on differentiation of green brand positioning: A network analysis approach, Management Decision, 55(7), 1460-1475.10.1108/MD-04-2016-0251 Search in Google Scholar

Willer, H., Lernoud, J. (Eds.). (2019) The World of Organic Agriculture. Statistics and Emerging Trends 2019, FiBL, Frick, and IFOAM, Bonn. Search in Google Scholar

Wilson, R. M., Gilligan, C. (2005) Strategic marketing management: planning, implementation & control (3rd ed), Elsevier Butterworth-Heinemann, Burlington. Search in Google Scholar

Wright, S., McCrea, D. (Eds.). (2008) The handbook of organic and fair trade food marketing. John Wiley & Sons, Oxford.10.1002/9780470996096 Search in Google Scholar

Zameer, H., Wang, Y., Yasmeen, H. (2020) Reinforcing green competitive advantage through green production, creativity and green brand image: implications for cleaner production in China, Journal of Cleaner Production, Volume 247, 1-15.10.1016/j.jclepro.2019.119119 Search in Google Scholar

Zander, K., Hamm, U. (2010) Consumer preferences for additional ethical attributes of organic food, Food quality and preference, 21(5), 495-503.10.1016/j.foodqual.2010.01.006 Search in Google Scholar

Zander, K., Hamm, U., Freyer, B., Gössinger, K., Hametter, M., Naspetti, S., Padel, S., Stolz, H., Stolze, M., Zanoli, R. (2010) Farmer Consumer Partnerships-How to successfully communicate the values of organic food, University of Kassel, Kassel. Search in Google Scholar

Zanoli, R., Naspetti, S. (2006) The positioning of organic products: which way forward?, Retrieved from https://orgprints.org/7629/1/ZAnoli-Naspetti_Odense_06.pdf. Search in Google Scholar