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HOW TO SELL THE GREEN FUTURE: THE ROLE OF STORYTELLING IN MARKETING SUSTAINABLE PRODUCTS
Matthew Lunde,Amin Rostami,Marat Bakpayev 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.
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Utilizing gain and loss message framing for consumers: A Machiavellian perspective
Gala Prachi,Blair James,Lunde Matthew 한국마케팅과학회 2024 마케팅과학연구 Vol.34 No.3
Marketers are looking to understand consumers better as they obtain more buying power. We examine the roles of message framing and its interaction with the Machiavellianism personality trait on attitudes toward the store advertisement and intention to recommend the store. Based on two studies, we find that gainframed messages result in significantly higher attitude levels towards the store advertisement and intention to recommend. We also find a significant interaction effect of message framing and Machiavellianism on consumer attitudes toward the store advertisement and intention to recommend the store. Marketers can focus on message-framing strategies to improve attitudes toward store advertisements and intentions to recommend when achieving goals set by their organization. In our second study, we replicate the main effects, but the interaction effect reverses direction for Gen Z consumers, suggesting there may be times to use different message-framing strategies.
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