The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image

Matthias Spörrle, University of Applied Management, Germany
Magdalena Bekk, University of Cologne, Germany
Christoph Hohenberger, Technical University of Munich - School of Management, Germany
What influences consumers’ judgments of a brand in terms of its green image? Experimental data show that people perceive brands with female attributes as having a more pro-environmental image compared to brands with male attributes offering the same products.
[ to cite ]:
Matthias Spörrle, Magdalena Bekk, and Christoph Hohenberger (2014) ,"The Implications of Mother Nature: Experimentally Induced Gender Brand Personality Predicts Green Brand Image ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 811-811.