Open AccessAn Application of Brand Personality to Green Consumers: A Thematic Analysis
Author(s) -
Anitha Acharya,
Manish Gupta
Publication year - 2016
Publication title -
the qualitative report
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.335
H-Index - 35
ISSN - 2160-3715
DOI - 10.46743/2160-3715/2016.2165
Subject(s) - green marketing , personality , thematic analysis , marketing , advertising , product (mathematics) , business , brand equity , brand awareness , brand management , order (exchange) , psychology , qualitative research , sociology , social psychology , mathematics , geometry , social science , finance
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.