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Green branding: A successful digital strategy
Journal of Brand Strategy,
12
(4),
404-419
(2024)
Abstract
Amid energy concerns due to the war in Europe and the reduction of energy reserves, how much are internet users and consumers positively influenced by a site with characteristics that indicate an environmentally friendly brand name? This paper presents strategies for creating an online eco-friendly brand name. In addition, with the help of an online artificial intelligence application, it examines traffic and other characteristics on business sites that adhere to some specific criteria such as eco-friendly logos, content, products and site design.
Keywords: digital branding; Green Brand Image; eco-friendly brands; online traffic; green online businesses
The full article is available to subscribers to the journal.
Author's Biography
Nikos Schiniotakis has worked as an entrepreneurship consultant in various organisations, companies and the banking sector, emphasising issues regarding entrepreneurial development and marketing. He teaches business administration at the Hellenic Mediterranean University and has lectured on issues concerning business administration, marketing and finance in training seminars for various companies in Greece. He has also published papers and books on banking and finance issues. Nikos has a PhD in business administration, and his academic interests are digital marketing, social media marketing and digital entrepreneurship.
Katerina Divini has an MBA degree with a specialisation in human resources issues. She has worked as a tutor in private schools for many years and holds the position of Human Resources Senior Manager of the Training Division, in a Greek bank. Her professional interests include digital entrepreneurship, coaching, training and performance, and she is the author of several articles.
