Exploring the Roles of Sustainable Branding Strategies: Factors

Abstract

This study highlights the dialectics between the emotional- and functional attributes of sustainable branding strategies and how these influence the consumption experience of sustainable clothing brands. The qualitative study found that emotional attributes have the most substantial influence on consumers’ consumption experience. Although, the findings suggest that it is necessary to consider consumers’ prior sustainable knowledge when planning a sustainable branding strategy, as prior environmental knowledge might be related to the need of having functional attributes as complement to the emotional ones. According to the findings, it is further suggested that sustainable brands need to incorporate hedonic and aesthetic aspects in order for the consumption experience to be as worthwhile as possible. Finally, this study indicates that emotional attributes are of vital importance for making a long-lasting and memorable impression among consumers, which in turn strengthens the bond between consumers and brands.