Hartmann, P., Ibanez, V.A. & Sainz, F. J. F. (2005) offered a hypothetical model of the dimensionality and attitudinal effects of green brand positioning. The model was tested in the scope of investigative factor analysis and structural equation model. The result shows that an overall optimistic influence of green brand positioning on brand attitude. Additionally they found that a collective approach, which fit to both environmental consciousness and emotional benefits, will yield a stronger attitudinal effect than either functional or emotional positioning strategies on their own. An exclusive functional green brand positioning may fall short of delivering individual benefits to customers, assuming rational decision processes and limited
…show more content…
They conducted survey a total of 181 regular and occasional consumers and occasional consumers of organic food that were difference with survey results of other studies. They found that the majority consumers associate organic at first among vegetables and fruit and a healthy diet with organic products.
Astrid Jonas, JuttaRoosen, (2005) has analysed the tendency of German food retailers to market organic products as private label products. Retailers sell organic private label products because they care about “food safety”, “retail as a brand” and “health”, hoping to reach new customers. Requests for entry fees, investment grants and equipment allowances are less important for processors of organic private label than for those not producing private label. Still, private label producer have to meet other conditions imposed by retailers and feel slight more dependent on few …show more content…
They focused 181 regular and occasional consumers of organic food. They found that the main motives which were mentioned in the focus groups were health consciousness, the assumed higher health value, and social aspects including support for local farming, fair trade, and further down the scale environmental protection. The strongest link in the main ladders involved personal health, well-being, and quality of life. People buy organic products because they perceive them to contain no pesticide residues and to be better for their health. While, the results therefore confirm health as an important factor they also claim that it is not the only
They conducted survey a total of 181 regular and occasional consumers and occasional consumers of organic food that were difference with survey results of other studies. They found that the majority consumers associate organic at first among vegetables and fruit and a healthy diet with organic products.
Astrid Jonas, JuttaRoosen, (2005) has analysed the tendency of German food retailers to market organic products as private label products. Retailers sell organic private label products because they care about “food safety”, “retail as a brand” and “health”, hoping to reach new customers. Requests for entry fees, investment grants and equipment allowances are less important for processors of organic private label than for those not producing private label. Still, private label producer have to meet other conditions imposed by retailers and feel slight more dependent on few …show more content…
They focused 181 regular and occasional consumers of organic food. They found that the main motives which were mentioned in the focus groups were health consciousness, the assumed higher health value, and social aspects including support for local farming, fair trade, and further down the scale environmental protection. The strongest link in the main ladders involved personal health, well-being, and quality of life. People buy organic products because they perceive them to contain no pesticide residues and to be better for their health. While, the results therefore confirm health as an important factor they also claim that it is not the only