Matching green messages with brand positioning to improve brand evaluation

This study investigates the effect of brand positioning (luxury vs. mass-market) on the relationship between the type of green message (demarketing vs. environmental) and brand evaluation. Three studies demonstrate that a luxury (vs. mass-market) positioning generates more positive brand attitudes and a higher willingness to buy in the demarketing (vs. environmental) green message condition. However, brands with an essential green mission statement equally benefit from using demarketing or green environmental messages. The experiments also show the mediating effect of ad believability. These results contribute to green advertising and brand literature by extending findings on demarketing as a type of green message and advancing the discussion of the uses of green messages by luxury and mass-market brands. They are also useful for managers by demonstrating how non-green brands are able to use a green strategy while maintaining a positive evaluation.