WebDec 31, 2024 · The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value Abstract. The purpose of this study is to investigate how green brand positioning facilitated by utilitarian... WebDownloadable! This paper aims to establish the coordinates of the green brand positioning, as well as the influence exerted on the marketing mix. The research method used was the in-depth individual interview, conducted among specialists from certified organic companies that have in their portfolio an organic food brand. The research was …
Green marketing as an environmental practice: The …
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