CONTRIBUTION OF ECOLOGICAL VALUES TO THE BRAND EQUITY. ECOLOGICAL BRANDING

Sergeta Alina; Lukina Anastasia

doi:10.25728/econbull.2022.4.9-sergeta

Sergeta Alina Plekhanov Russian University of Economics, Moscow, Russia
Lukina Anastasia Institute of Control Sciences V.A. Trapeznikov Academy of Sciences, Moscow, Russia

DOI: https://doi.org/10.25728/econbull.2022.4.9-sergeta

Keywords: ecology, sustainable development, environmental branding, environmental brand values, brand equity, responsible behavior

Abstract

The article reveals the issues of environmental branding within the framework of the company's environmentally responsible behavior strategy. Under conditions when consumers' interest in environmental issues is growing and responsible consumer behavior is being formed, the company can gain an additional competitive advantage by forming an eco-friendly brand image. The authors hypothesized about the contribution of environmentally responsible behavior of companies in building brand equity and its values. The article analyzes the change in consumer behavior, which discovers new opportunities for building brand ecquity and environmental branding. The article discusses possible environmental initiatives and values of companies, for a more detailed analysis, the company "Unilever" was chosen. The article includes conclusions regarding the hypothesis put forward and recommendations on the topic raised.