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Exploring the Phenomenon of the Green Halo Effect: Leveraging Eco-Friendly Product Promotion As A Strategy for Environmental Conservation

Year: 2024

Type: article

Abstract: This article explores the concept of the "Green Halo Effect" in consumer behaviour and marketing. It studies how eco-friendly product promotion can enhance brand image and influence consumer choices beyond the direct environmental attributes of the product. The paper suggests that businesses can strategically leverage this effect to contribute to environmental conservation while simultaneously strengthening market positioning.

Source: Zenodo (CERN European Organization for Nuclear Research)

DOI: 10.5281/zenodo.17245677

Author: K, Ninikala

Institution: Providence Women's College (Autonomous)

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

OpenAlex ID: W7084416438

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