Green Consumption and Eco-friendly Brands

This report explores the efforts of green consumption and eco-friendly brands, focusing on the example of IKEA. It evaluates the elements of brand image and personality in connection with the decision to 'go green'. The report also discusses consumer insights, the academic literature on eco-friendly branding initiatives and green marketing, and the potential risks of greenwashing.

Branding

Table of Contents
INTRODUCTION.......................................................................................................................................2
MAIN BODY..............................................................................................................................................3
OPTION 1: Green Consumption and Eco-friendly Brands..........................................................................3
Evaluate elements of the brand image and personality in connection with their decision to "go green".. 3
What do the consumers (target market) feel about the brand's eco-friendly efforts?...............................5
What does the academic literature state about eco-friendly branding initiatives and using green
marketing to the target audience? How could it go wrong in terms of being mistaken for green
washing?..................................................................................................................................................6
Recommendation.....................................................................................................................................7
CONCLUSION...........................................................................................................................................8
REFERENCES............................................................................................................................................9
INTRODUCTION
Branding refers to the marketing activities for shaping the organisational brand in the
large marketplace. Branding proved beneficial to break the clutter and grab consumer attraction

to help in their purchasing decisions. Branding helps in gaining profitability and sustainability by
turning buyers into the lifetime customers (Ellis, Savchenko and Messer, 2019). Respective
report is based on the IKEA which is a Swedish origin based multinational organisation that
design and develop the ready to assemble furniture, kitchen appliances and various kinds of
home accessories. Respective report is based on the efforts of Adidas towards the green
consumption and eco friendly brands that help to develop the environment and social
sustainability in marketplace. To fulfil the requirement required to evaluate elements of brand
image and personality connective with organisational decision of “Go Green”. Further it includes
consumer’s insight regarding the brand’s eco friendly efforts and eco friendly branding
initiatives by using green marketing to target audience.
MAIN BODY
OPTION 1: Green Consumption and Eco-friendly Brands
The efforts of the go green has been analyzed through out the industries, as today
organization feel its requirement and impact on the operations of environment (Nathan, M.,
Vandore, E. and Voss, G., 2019. By availing the recycled products and or renewable resources
for reducing the consumption of energy and wastage that analyzed as an universal efforts in
context of business and protecting the planet for living the most sustainable life. Here are the
various brands that build environmental consciousness that is major reliance of the business that
assist in both the enhancement of sales and protection of consumer interest in positive manner.
Evaluate elements of the brand image and personality in connection with their decision to "go
green".
Furniture and home product manufacturer giant organization IKEA uses various kinds of
renewable energy resources and waste management tactics to provide again the planet. By
availing sustainability strategies that known as People and planet positive. In that regards
consumers always consider various elements such as design, functionality, price and
sustainability while buying products and services. the products of IKEA not only produce their
products by using eco friendly practices but also potentially encourage consumers in live the
most environmental conscious life style.

Here are the elements of brand image and personality that helps to connect with their decision of
Go green that are as follows:
Brand promise: the main focus of respective organization is to assist large no. of people to
provide facilities to live their life in better manner. with the aim of consumer centric organization
they design their all products and services as per the need and wants of consumers by keeping in
mind. In that regards they started offering products at most affordable price range and mixing
functioning of eco friendly that provides sustainability into the marketplace. by combining the
functionality, quality and designing and valuing by keeping in mind the eco friendly and
sustainability into the mind (Dabirian, Paschen and Kietzmann, 2019) . The respective concept
applied in every sphere of the organization from design, sourcing, packaging and distributing the
products to the end users by choosing their eco friendly business model in potential manner.
Brand personality: Respective organization feel proud by offering their products and services in
most affordable price range in order to remain competitive in the marketplace (Peck, R., 2019.
to become the most consumer centric organization, IKEA provides experiential experience to
keep their consumers very much happy and comfortable. Respective organization associated
their brand image and personality by collaborating the Go Green in order to build distinctive
image in marketplace. IKEA by connecting with consumers by giving back by putting efforts in
direction to remain always earth friendly, sustainability and charitable activities in effective
manner. in their brand recognition consist of their large stores that set up for attracting the large
no. of consumers in potential manner.
Brand elements: The brand element is very much important aspect for the organization that helps
to build distinctive image and identity into the marketplace (Lai, Khoo-Lattimore and Wang,
2019). The logo of IKEA remain unchanged virtually since the year 1967 and recognized all
around the whole world. Respective brand elements helps to bring consumers great products and
cheap pricing from the very beginning. Respective factors directly associated with the
sustainability practices as their packaging of products is flat and eco friendly in nature that assist
in taking effective kind of decisions. By using various kinds of campaign that helps to aware
people about organisational products and services towards their commitment towards
sustainability and one of most earth friendly brand in the marketplace. in their advertisement

consist of the campaign where IKEA furniture donated by consumers to be sold again and
occupy sustainability firstly.
Brand portfolio: The primary product of respective organization is furniture that also provide the
solution of storing the products in proper manner (Hunt, 2019). by providing products at
relatively low price and in good quality respective organization provides the practical kind of
house designs that helps to attract the large no. of consumers in positive manner. the major
efforts of respective organization to keep their pricing low is recycling of products, reduction of
wastage , minimal packaging and in house designing. In that regards it is very much important
for an organization to invest hugely on building distinctive brand image by using the eco friendly
products and services.
What do the consumers (target market) feel about the brand's eco-friendly efforts?
It is very much potential for an organization to build the distinctive image in the
marketplace by building products and services as per the target consumers. With the eco friendly
efforts of the organization consumers feel very much happy and gain the experiential experiences
while availing their services in potential manner (Stefańska and Bilińska-Reformat, 2020). as
respective organization always hopes to inspire and helps to more than the billion people to
provide the living by using extent of the planet. Their each and every effort should be linked with
their core objective that is being people and planet positive. Respective factors directly mould
the consumers experience and influence their purchasing decisions related to the products and
services. Respective organization by opening its new store that is most sustainable in nature that
working potentially for the Royal Borough of Greenwich on project. The main motive of
respective project is to bring sustainability at very new level. Respective efforts build the
distinctive image in marketplace and people positively can be able to take purchasing products
and services of respective organization. London dwellers take potential interest in their products
and related theme that is leading the greener lifestyle, that not simply associated with purchasing
the products but also taking active participation in the various kinds of workshops and activities.
The another very important example of their sustainability into the marketplace that is their
marketing campaign that designed to develop to show people the way to arrive in their most
sustainable kind of store in the most sustainable manner. all respective initiatives helps to feel
very much positive and concern towards environment by respective organization.

The insight: Insights of consumers plays very much important role in directing the consumers
efforts in purchasing the organisational products and services. it has been evaluated that
environment friendly efforts from the side of organization helps to build insights in mind of
consumers that is very much rare in nature and helps to gain competitive advantage in positive
manner. They by increasing awareness in regards of the health and status for planet literally
buying the most eco consumerism way of life.
It is not the trend for the consumers of Go green because consumers become the part of positive
movement (Life Lessons: What IKEA Gets Right About Customer Experience, 2020).
Sustainable packaging have the distinctive factors that largely rely on the consumers to remain
competitive in the marketplace. the brand of IKEA is very much popular in between the people
as it holds the promise for in store experiences, implied Swedish designs and changing of stores
ideas to helps shop the organisational products and services in potential manner.
What does the academic literature state about eco-friendly branding initiatives and using green
marketing to the target audience? How could it go wrong in terms of being mistaken for green
washing?
In the words of Brian appleton, Eco friendly branding initiatives and using the green
marketing efforts proved very much beneficial for organization to target the audience for selling
the organisational products and services at the wider marketplace (Mainstreethost Ditital
marketing agency, 2020). the eco friendly green marketing tactics and strategies is very much
necessary in the today’s changing phenomenon of consumers. Mostly eco friendly businesses
just in the first step to obtain the core concept of sustainability marketing. With the help of
finance experts it has been analyze that by using respective concept organization can be able to
gain higher level of sustainability and potentiality of marketplace (Stefanska and Bilinska-
Reformat, 2020). with the help of green marketing organization can be able to distinctively
record their position in the market that is core attribute of gaining the competitiveness and
sustainability for organization. it is very much important for an organization to frame the
strategies and tactics that is most suitable for organization and as per their business position to
enlarge business opportunities. The products of IKEA that is kitchen fronts made from the
recycled kind of plastic, bottles, taps that helps to conserve water and electricity in positive
manner. it shows clear from their efforts of change that they inspire that Said by founder of
IKEA Ingvar Kamprad “ No method is more effective than the good example”. In that regards

they put one of their best efforts in setting example in front of people. They bought their brand
up to the 30 countries by determined the leading home furnishing retail upto the future. It
determined to provide the most affordable, well designed and sustainable home furnishing to
provide best solution to their consumers (Pykälistö and Fahlstad, 2019). in that regards their
green marketing efforts proved beneficial in acknowledging about consumers about
organisational products in positive manner. respective organisational sustainability product
score card is one of an internal tools that introduced by respective organization in the year 2010
that helps to classify the Home furnishing range and enables to move towards the sustainable
product development in potential manner. it guides to adopt the continuous improvement in
relation to 11 criteria that directly impact on the product sustainability profile through out
product life cycle.
Green washing refers to the organisational efforts to show the good stuff to steer their
attention away from the bad products in order to gain the attention of people so that they
purchase organisational products and services (Husz and Carlsson, 2019). it is an unethical
activity that deceive people in lying to make profitability. it not only spoil the image of
organization that uses the green washing practices but also other that are availing ethical
practices as its effect go further than that. It muddies the water of available sustainable products
that makes difficult for consumers to understand which products is genuine green or not. Green
washing directly decreases the level of credibility of the organisational products and make it
difficult for organisations to talk about their efforts that taken by them. by using respective
factors organization have to face the irony and distrust of consumers that largely decreases
organisational sustainability and profitability (Bronnenberg, Dubé and Moorthy, 2019). it has
been observed that often people feel fear to admitting the repercussions that products are not
same as it looking. In that regards it has been recommended that brands are fully open and
transparent in front of people so that they can take purchasing decisions in suitable manner. if the
products is not eco friendly then organization need to put efforts to make it same in order to
attract the attention of large no. of consumers in potential manner.
Recommendation
It has been recommended that for an organisation it is very much potential to always look
for the growth opportunities as it provides sustainability and growth in the marketplace. in that

regards organisation need to carry out continuous research and development by positioning
consumers and products in the marketplace (Bicho, 2019). by using respective kind of initiative
organisation can be able to target the potential consumers in order to build awareness that is very
much important in taking crucial kind of purchasing decisions. It has been analyze that
promotional events plays very much crucial role for organisation as well as consumers in that
regards organisation need to opt more than one tools to target the large no. of consumers. To
frame the products as per the consumer choice and preferences it is important to acknowledge
information in regards of the way consumer make the purchase the products as it provides
relatively through information in amending consumers level of experience in right direction
(Gong, Jiang and Liu, 2019). To serve consumers in one of best manner required to collect their
incentives and factors of motivation that helps to them in making purchasing in potential
manner. before creating the awareness it has been evaluated that mostly people are aware about
that respective brand existed in marketplace but they not know about the distinctive features of
respective brand. In that regards IKEA have to showcase their distinctive attributes that influence
their purchasing decisions. In the fierce competitive world making distinctive image in the world
is very much difficult task. In context of IKEA they invest hugely in production of eco friendly
products and services that directly enhance their value in market in potential manner.
CONCLUSION
From the above report it has been concluded that branding plays very much important
role for the organisation as well as consumers. With the help of branding and distinctive
positioning in the marketplace organisation can be able to reach at large no. of consumers by
elaborating their needs and demands in potential manner. in today’s changing world consumers
are very much concerning about the environment as it is very crucial factor in gaining
competitive edge. By using respective factor organisation can place their product as per the
consumer choice and preferences that is very important attribute in enhancing consumer
experiences in positive manner. branding and environmental friendly products helps to position
in mind of consumers by accessing their hidden needs crucial for taking important kind of
decisions. It has been analyze that eco friendly brand initiatives and using the green marketing
efforts proved beneficial for organisation to reach at their consumers in potential manner. as

respective attributes proved beneficial for organisation in gaining profitability and sustainability
of market in positive manner.
REFERENCES
Books and journals:
Bicho, T.S.A., 2019. Employer branding como estratégia diferenciadora das marcas: o caso
Ikea (Doctoral dissertation, Instituto Superior de Economia e Gestão).
Husz, O. and Carlsson, K., 2019. Marketing a New Society or Engineering Kitchens? IKEA and
the Swedish Consumer Agency. In Consumer Engineering, 1920s–1970s (pp. 215-243).
Palgrave Macmillan, Cham.
Pykälistö, J. and Fahlstad, A., 2019. Branding strategy through storytelling in marketing: The
other side of the story.
Stefanska, M. and Bilinska-Reformat, K., 2020. Employer Branding and Corporate Social
Responsibility. CSR in Contemporary Poland: Institutional Perspectives and Stakeholder
Experiences, p.153.

Stefańska, M. and Bilińska-Reformat, K., 2020. Employer Branding and Corporate Social
Responsibility. In CSR in Contemporary Poland (pp. 153-171). Palgrave Macmillan,
Cham.
Hunt, S.D., 2019. The ethics of branding, customer-brand relationships, brand-equity strategy,
and branding as a societal institution. Journal of Business Research, 95, pp.408-416.
Lai, M.Y., Khoo-Lattimore, C. and Wang, Y., 2019. Food and cuisine image in destination
branding: Toward a conceptual model. Tourism and Hospitality Research, 19(2), pp.238-
251.
Peck, R., 2019. Fox populism: Branding conservatism as working class. Cambridge University
Press.
Nathan, M., Vandore, E. and Voss, G., 2019. Spatial imaginaries and tech cities: place-branding
East London’s digital economy. Journal of Economic Geography, 19(2), pp.409-432.
Ellis, S.F., Savchenko, O.M. and Messer, K.D., 2019. What's in a name? Branding reclaimed
water. Environmental research, 172, pp.384-393.
Dabirian, A., Paschen, J. and Kietzmann, J., 2019. Employer branding: Understanding employer
attractiveness of it companies. IT Professional, 21(1), pp.82-89.
Bronnenberg, B.J., Dubé, J.P. and Moorthy, S., 2019. The economics of brands and branding.
In Handbook of the Economics of Marketing (Vol. 1, pp. 291-358). North-Holland.
Gong, Z., Jiang, X. and Liu, L., 2019, March. The influence of brand culture on Enterprises: a
case study of IKEA. In International Academic Conference on Frontiers in Social
Sciences and Management Innovation (IAFSM 2018). Atlantis Press.
Online:
Life Lessons: What IKEA Gets Right About Customer Experience, 2020. [Online]. Available
through. < https://fonolo.com/blog/2019/01/what-ikea-gets-right-about-customer-
experience/>.
Mainstreethost Ditital marketing agency, 2020 . [Online]. Available through. <
https://www.mainstreethost.com/blog/eco-friendly-brands/ >.