The Impact of Frugality on Green Brand Image. In the perspective of Attitude Behavior Context Theory

Abstract

Purpose- The research study examines the role of frugality in green brand image. ABC theory is underpinned in the study to see how frugal consumers perceive the green brand image product. Design/methodology/approach- The data of the current research study was collected from the 448 respondents which were the residents of Rawalpindi, Islamabad, and Wah Cantt. Findings- According to the research, frugality has a negative impact on the green brand image according to price and quality. Consumers who are on a low budget sometimes equate cheaper costs with lesser quality and may doubt the worth of environmentally friendly items. Their skepticism of sustainability promises and perceptions of eco-friendly products might undermine the brand's reputation. To change these preconceptions, it is essential to communicate the value and long-term advantages of green goods effectively. Research Practical Implications- Marketers have to make awareness about their product and make it economical so that consumers can fulfill their needs and change their perception of green brand image products. Originality/value- There are not enough research studies that show the impact of frugality on green brand image. This study emphasized the frugality of consumers upon the green brand image. The green brand product image creates a high price perception in the consumer's mind whereas the consumer seems to find less price and high-quality products to fulfill needs and wants.