Green brand as a marketing instrument: principle, features and parameters Online publication date: Thu, 20-May-2021
by Serhii Lyeonov; Tetyana Pimonenko; Olena Chygryn; Oleg Reznik; Regina Gaynulina
International Journal of Global Energy Issues (IJGEI), Vol. 43, No. 2/3, 2021
Abstract: In the paper, the authors analysed the approaches to define a green brand. Using the Google Trends, they proved that the terms 'green brand' is more appropriate than 'sustainable', 'environmental' or 'eco brand'. The purpose of the paper is to analyse the critical components of a green brand and its parameters to develop an effective promotion program. Authors developed an approach to estimate green brand which is based on Mark Fetcher model, content analysis and Fishbourne method. Authors analysed the green brand of three industrial companies. The findings proved that the main factors which influence the green brand are the company's transparency not only in financial but also in non-financial results. Thus, published by the companies on the regular basis the non-financial reports provoke the increase of trust among the leading company's stakeholders. It allows attracting additional financial recourses on the company's green development.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Global Energy Issues (IJGEI):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook