Conclusions and theoretical and managerial implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| Perceived sustainability impacts brand value through perceived quality | Perceived sustainability indirectly affects financial brand value by impacting perceived quality. Understanding this relationship helps clarify how sustainability perceptions translate into tangible financial outcomes |
| Sustainability effects are independent of category type | Unlike prior research, category type (hedonic vs utilitarian) does not significantly moderate the relationship between perceived sustainability and brand value. Sustainability messages are increasingly linked to product performance, making the distinction less relevant |
| Effective sustainability communication enhances brand value | To maximize the impact of sustainability on brand value, brands should align sustainability-related attributes with core product functions, ensuring they contribute positively to perceived quality |
| Consumers evaluate sustainability in relation to quality | Research suggests consumers form quality perceptions based on shared attributes rather than differentiating features. Sustainability should be integrated into messaging that emphasizes parity with traditional products |
| Conclusions | Theoretical and managerial implications |
|---|---|
| Perceived sustainability impacts brand value through perceived quality | Perceived sustainability indirectly affects financial brand value by impacting perceived quality. Understanding this relationship helps clarify how sustainability perceptions translate into tangible financial outcomes |
| Sustainability effects are independent of category type | Unlike prior research, category type (hedonic vs utilitarian) does not significantly moderate the relationship between perceived sustainability and brand value. Sustainability messages are increasingly linked to product performance, making the distinction less relevant |
| Effective sustainability communication enhances brand value | To maximize the impact of sustainability on brand value, brands should align sustainability-related attributes with core product functions, ensuring they contribute positively to perceived quality |
| Consumers evaluate sustainability in relation to quality | Research suggests consumers form quality perceptions based on shared attributes rather than differentiating features. Sustainability should be integrated into messaging that emphasizes parity with traditional products |
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