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The halo vs. horn effect: How does a green product affect the perception of the same brand's non-green product portfolio?

Bjorvatn, Victoria Noel; Herfindal, Marie Haugland
Master thesis
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https://hdl.handle.net/11250/2687731
Utgivelsesdato
2020
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  • Master of Science [963]
Sammendrag
With the increasing consumer demands of eco-friendly alternatives in the

marketplace, companies have started to think green. Many well-established nongreen

companies are now contemplating the launch of a green product to

complement their existing product portfolio. This paper attempts to expand the

existing and limited research on green horn effects, and how this effect is

particularly liable within the strong product category. In our main study, 124

participants rated the attributes of several sunscreens. Half of the group was

exposed to a brand, including both a green and a non-green sunscreen, while the

other group only evaluated the non-green sunscreen. To manipulate the research

purpose, the participants had to rate several other sunscreens. In addition to this,

we assessed the participants' pro-environmental orientation to analyze a potential

interaction with the effect of the certified green label. The results showed that the

participants were more negative towards the non-green product attributes when the

brand's product portfolio included a green sunscreen; as well as a decrease in

preference and purchase intention. This negative effect also extended to the brand

image. However, the hypothesized interaction effects with pro-environmentalism

were not supported empirically. These findings confirm the existence of green

horn effects on strength-related products and how it can affect the perception of

existing product attributes. This result adds to Yenipazarli & Vakharia (2015)

research on the risks of green line extensions, as well as Luchs et al., (2010)

research on strong product's negative trade-offs.

Keywords: horn effect, green horn, certified labeling, green strategies, green line

extension.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2020
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Handelshøyskolen BI

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