Marketing Intelligence & Planning: Article Information

Marketing Intelligence & Planning
Environmental consciousness and brand equity: An impact assessment using

analytical hierarchy process (AHP)
Siddharth Misra Rajeev Kumar Panda
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Siddharth Misra Rajeev Kumar Panda , (2017)," Environmental consciousness and brand equity An
impact assessment using analytical hierarchy process (AHP) ", Marketing Intelligence & Planning,
Vol. 35 Iss 1 pp. 40 - 61
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MIP
35,1 Environmental consciousness and
brand equity
An impact assessment using analytical
40 hierarchy process (AHP)
Received 31 July 2015
Siddharth Misra and Rajeev Kumar Panda
Revised 10 September 2015 School of Management, National Institute of Technology, Rourkela, India
24 November 2015
15 February 2016
27 March 2016
4 April 2016 Abstract
Accepted 5 April 2016 Purpose – The purpose of this paper is to investigate the activities of environmental consciousness from
socio-psychographic perspectives and hence evaluates its effect on brand equity through intervening
elements of environmental attributes (EAt). It further attempts to research the effect of the environmental
performance, environmental communication and environmental positioning in enhancing brand equity.
Indian refrigeration industry, particularly the air conditioners and refrigerator brands are chosen to convey
and receive the research inputs as their impact on environment is easily interpretable.
Design/methodology/approach – A hypothesized model comprising the environment consciousness and
association dimensions with brand equity is framed. In total, 74 expert respondents from four state capital
cities of India participated in the survey and the model has been tested in the scope of analytical hierarchy
process (AHP).
Findings – The result shows that the EAt and activities can be prioritized and subsequently efficient
resource allocation can be done. It also gives theoretical arguments to legitimize the environmental practices.
Practical implications – On the other hand, clients have numerous options, and a competitive advantage
may not be maintained. Regardless of the fact that clients are environmentally conscious of a given
refrigeration brand at the present time that they are utilizing, they may observe that they are much more
charmed with a competitors’ enhanced environmental dimensions. All methods that take a try at an
enhanced brand equity must be continually determined by environmental consciousness. The above can be
accomplished if the evaluations of competitors by the clients are known. The AHP-ECBE technique
depicted in this study accordingly helps refrigeration organization to devise and keep up a pertinent,
focused plan for persistent improvements in environmental dimensions. It offers a “greater image” in brand
equity administration.
Originality/value – If legitimately done in a generalized way, environmental activities like eco-literacy,
interpersonal influence and value orientation can impact EAt and contribute in building brand equity.
Keywords Brand equity, Analytical hierarchy process, Eco-literacy, Environmental activities,
Environmental attributes, Environmental consciousness
Paper type Research paper
Introduction
Due to the increased eminence of environmental concerns like global warming potential and
ozone layer depletion and the consequent actions to build familiarity with society’s effect on
nature, environmentalism has turned into an essential worldwide phenomenon. The
subsequent rise of environmentalism among clients is driving refrigeration companies to
understand that they are different from the mass and need to work for “environmental
consciousness” to enhance their “brand equity.” The idea of environmental consciousness
and brand equity relates to how the clients utilize their scanty resources and satisfy their
limitless wants by respecting the environment (Chen and Chang, 2012; Limbu et al., 2012).
To put into viewpoint, Polonsky (1994) defined environment friendly activities as “all
actions planned to create an aid any interactions proposed to gratify human wants and
Marketing Intelligence & Planning needs, such that the pleasure of these wants or needs happens, with least negative effect on
Vol. 35 No. 1, 2017
pp. 40-61
the ecosystem.”
© Emerald Publishing Limited
0263-4503
Since 1981, refrigeration companies had concentrated on adapting green ways of repair
DOI 10.1108/MIP-09-2015-0174 service, quality installations and maintenance of air conditioning and refrigeration
equipment for commercial and residential customers. The only reason behind this is, Environmental
“Going Green” (Leonidou et al., 2011; Menon and Menon, 1997) has been the way toward consciousness
becoming the industry leader in refrigeration and air conditioning services. The industries and brand
are trying to necessitate the selection of new eco-friendly refrigerants and assessing from
various perspectives comprehensively. Any substance that is used in refrigeration must equity
be carefully evaluated for global warming potential and ozone layer depletion effects to
check if, it has a low overall impact on the environment. It must also be assessed for 41
safety, cost performance, energy efficiency and other factors. Much of recent research has
confirmed that there is no single perfect refrigerant material adaptable to all applications.
For this reason, it is necessary to focus on selecting the eco-friendly refrigerants for a
specific application based on an overall assessment of environmental consciousness and
brand equity.
Many studies on environmental protection and the consequent expansion of brand
management strategies have been looked upon as a relatively novel research area. But,
insufficient integration of the environmental activities in refrigeration companies has made

it a scope for research (Dobers et al., 2001). Yet, there has been a rising interest in the area of
environmental consciousness and brand equity by researchers and, subsequently, a boost in
the degree and complexity of these studies has been recorded (Shrikanth and Raju, 2012;
Starik and Marcus, 2000). Among the several topics which are being explored in this area,
the following is the point of our notice:
• The consideration behind adopting environmental methods and practices (Paulraj,
2008; González-Benito and González-Benito, 2005).
• The study of the impact of competitive edge due to the growth of environmental
strategies (Fraj-Andrés et al., 2008; Paulraj, 2008; Wagner, 2007; Silva and Teixeira,
2006; Buysse and Verbeke, 2003; Reinhardt, 1998; Sharma and Vredenburg, 1998;
Porter and Van der Linde, 1995; Azzone and Manzini, 1994).
• The study of the degree to which the environment attributes is considered as a
critical success factor in brand equity (Quazi, 2001; Christmann, 2000; Ghobadian
et al., 1995).
• The identification of the kind of environmental activities and its impact on purchase
of environmental conscious refrigeration products (Maheshwari and Malhorta, 2011;
Jain and Kaur, 2004; Zarnikau, 2003; Laroche et al., 2001; Wiser et al., 1999; McCarty
and Shrum, 1994; Murray and Schlacter, 1990; Markus and Kitayama, 1990; Bearden
et al., 1989; Triandis, 1989, 1993; Alba and Hutchinson, 1987; Hui and Triandis, 1986;
Brucks, 1985; Bandura, 1977).
• The study of the environmental attributes (EAt) impacting companies’ brand
equity building activities (Benoit-Moreau and Parguel, 2011; González-Benito and
González-Benito, 2006; Azzone et al., 1997; Banerjee et al., 1995; Shi and Kane, 1995;
Baker, 1993; Fernberg, 1993; Tedeshchi, 1993; Carlson et al., 1993; Allen et al., 1992).
The above studies recommend that endeavor in the field of environmental consciousness
dimensions can improve their intangible brand equity.
The facts suggest that estimation of brand value cannot be represented by current
financial bookkeeping techniques (Neal and Strauss, 2008). Yet making an environmental
conscious brand in the refrigeration business sector is one of the fundamental objectives of
the companies. By successfully doing so the refrigeration companies can harvest profits for
them, including less spending on advertising activities, higher margins and more
noteworthy brand expansion prospect (Delgado-Ballester and Munuera-Alemán, 2005;
Van Riel et al., 2005).
MIP This study concentrates on three destinations of India and proposes to investigate the
35,1 activities of environmental consciousness taking into account social-psychographic data
and evaluate its effect on brand equity through EAt by using an analytical hierarchy
process (AHP). It further prioritizes the effect of the company’s environmental
communication, environmental performance and environmental positioning in upgrading
the brand equity.
42
Literature review
Prior studies have suggested the influence of environmental consciousness using different
dimensions like environmental concerns, green buying behavior, socio-demographic factors,
social influence, values of green buying and green self-identity. This study limits itself to
understand and address the relationship between environment dimensions like action and
attributes and impacting brand equity of the refrigeration companies. The explanation
behind taking an extremely limited study is because environment consciousness along with
brand equity in India is a moderately new idea and there is scanty accessibility on Indian
customers’ toward brand evaluation methods using environment consciousness. Further,
looking into recommendations, it is found that environmental buyer for these refrigeration
product is established in buyers’ value orientation (Smith and Paladino, 2010; Jansson et al.,
2010; Chan et al., 2008; Ellen et al., 1991). In value orientation, the impact of social
conformance cannot be overlooked. Eco-literacy and interpersonal influence have been
recommended to assume an imperative part in estimating the brand equity (Park and Sohn,
2012; Kim and Chung, 2011; Borin et al., 2011; Kalafatis et al., 1999). Understanding the part
of brand attributes like performance, communication and positioning on environmentally
conscious conduct can be helpful to increase brand equity. It can give bits of knowledge
about Indian-related environment friendly brands (Shrikanth and Raju, 2012). Individuals
do not comprehend green items and relate them with social responsibility. Indians usually
utilize home grown items. So, communicating the performance of this environment
conscious refrigeration products have impacted on the positioning strategies of the brands
having environment conscious attributes (Mishra and Sharma, 2010). Swatch Bharat, Make
in India campaigns are promoting clean and prosperous India, but equal concerns like
environment pollution, climatic change, natural calamities and depletion of natural
resources are increasing because of fast industrialization. Relative works on environmental
actions and attributes can help in conceiving reasonable brand equity strategies. The
findings of this research can help in analyzing different activities like eco-literacy,
interpersonal influence and value orientation that can impact the environmental brand
attributes for increasing brand equity. There is restricted data accessible to brands with
respect to Indian customers’ judgments and the mindset about the green refrigeration
product. Along these lines, it was viewed as appropriate to begin with investigating
environmental consciousness and its impacts on brand equity.
Literature on global context

Research in Western nations has examined the significance of environmental conscious
attitude in clarifying environment friendly buying intentions. The work of Mainieri et al.
(1997) suggested that the environmental dimensions impact environment friendly buying
behavior of American customers. The ladies showed higher environment cognizant behavior
than men. Antecedents and moderators impact buyers’ environmentally friendly buying
choices while making a decision (Cheah and Phau, 2011). The antecedents like eco-literacy,
interpersonal influence and value orientation are connected to customers’ environmental
conscious attitude. Buyers’ learning about the environment and the effect of contamination of
the environment can prompt more environmentalism and as a result, purchase of
environmentally friendly refrigeration products increases. D’Souza et al. (2006) have talked
about promoting, communicating brand image and claims in producing consciousness about Environmental
the advantages of environmentally friendly refrigeration brands. Fraj and Martinez (2006a, b) consciousness
suggested about the impact of life and values on the environmental behavior of Spanish and brand
customers. The discoveries recommend that environmental patterns and self-satisfaction
qualities were critical determinants of buyers’ ecological behavior. Spanish purchasers had a equity
favorable attitude toward the environment; but in any case, it did not essentially reflect the
shopping of the environment friendly refrigeration product. They felt that securing 43
environment was obligation of government and public establishments. Comparable
discoveries were accounted by Roozen and De Pelsmacker (2000) about Polish and Belgian
customers. Environmental consciousness did not positively reflect in the purchase of
environmentally friendly refrigeration products. Pujari and Wright (1996) said that brands are
reacting to environmental concerns by figuring brand and product-level environment-related
strategies. Relating environmental responsiveness with low involvement refrigeration
products may not prompt advantage for brands. Berger and Fitzsimons (2008) highlight
significance of forming a favorable attitude toward environment friendly refrigeration

products. Hence, conceptual and perceptual associations can be enhanced by introduction of
important signals and can influence stimulus for optimistic environmental behavior.
The environmental consciousness has been marketed by introducing willingness for
adopting innovation and customer’s environment conscious behavior which affects personal
norms, customers’ values, habits and beliefs. Willingness to buy environmentally friendly
refrigeration products is being supported by personal norms. Kalafatis et al. (1999) examined the
influence in the theory of planned behavior of intention to buy environmentally friendly
refrigeration products by UK and Greek customers. They suggested a positive relationship
between the purchase of environmentally friendly refrigeration products and theory of planned
behavior model. The favorable attitude toward an environmentally friendly brand is being
influenced by societal acceptance and social norms which influences on British customers.
Similarly the influence of perceived control on positive brand equity has been tested on
customers from Greece. Greek customers showed an indifference when the environmental brand
equity was tested in the view of social influence. It was also seen that the self-monitoring
behavior, personal environmental norms and social norms affect environmental brand equity
(Park and Sohn, 2012). Descriptive social norms affect people with low self-monitoring behavior
whereas Injunctive social norms influence people having high on self-monitoring behavior.
Similarly the test on Australian customers showed the signs of positive relation when
consciousness about environmental issues and positive attitude of environment friendly
brands for saving the environment is concerned (Phau and Ong, 2007). They supported that
the Australian customers were likely to respond positively toward cause-related
communications and environmentally friendly brands rather than to neutral brands.
It was found by Borin et al. (2011) that there was indifference in customer perceptions of
non-environmental and environment friendly refrigeration products. The environmental
messages do not influence customers’ perception about product quality, value and purchase
intentions. Hence the environment friendly refrigeration products should highlight the
benefits of being environmentally friendly in terms of impact on the environment (Paco and
Raposo, 2009). Again, when tested among the Portuguese customers’ the cause-related
marketing did not translate into eco-friendly attitude. Here the economic factors have
succeeded the environmental consciousness like saving electricity and water. This leads to
the further investigation into Asian countries where economic models play an important
role for income, price and cost sensitive customers.
Literature on South Asian context

There is an increasing trend of environment friendly marketing in Asian countries.
Environmental consciousness and positive equity toward environmentally friendly brand
MIP has seen a boom in these customers. Two categories evolved from the studies of Chan (2000).
35,1 They are heavy and light environment friendly customers. The more educated and more
paid mass is categorized as heavy environment friendly customers and less educated and
less income customers were termed as light environment friendly customers. The heavy
environment friendly customers were the target group who considered environment
friendly refrigeration products to be good for the environment. These customers were
44 influenced by the government, peers and environment friendly groups and considered
themselves high on self-identity and more knowledgeable about environmental
consciousness. Chan and Lau (2002) examined the theories of subjective norm and
perceived behavioral control on Chinese customers’ behavior and found it positive. “High
prices” and “saving resources” are the attitudinal beliefs affected the Chinese customers.
Another study suggested strongly the influence of cultural values of collectivism which
is a part of the value orientation aspect of environmental consciousness, environmental
effect and eco-literacy on environmental brand equity (Chan, 2001). This study was
subsequently supported by Haron et al. (2005) who found that eco-literacy of Malaysian
customers has led to the environmental consciousness and has contributed to environmental
friendly brand equity. The introduction to the study of environment friendly brand equity
was done by Lee (2008) in Hong Kong very recently. Perceived environmental responsibility,
social influence, self-image and environmental consciousness were introduced as key factors
for predicting environment friendly brand equity in this piece of work. Social influence was
the most important factor influencing brand equity of refrigeration brand. Kim and Chung
(2011) supported that social influence holds the key for environment friendly brand equity
by using the theory of planned behavior. The study further introduces a new concept of
appearance consciousness and said that the environment friendly brand equity is influenced
not only by environmental consciousness, but also by a moderating factor known
appearance consciousness (Park and Sohn, 2012; Borin et al., 2011; Kim and Chung, 2011).
The experience with the environment friendly refrigeration product impacts customers’
environment friendly brand equity. The study by Chen (2009) affirms that the motive
behind eco-friendly attitude is the health and environmental issues prevailing in Taiwan due
to the consumption of non environment friendly refrigeration products. So the equity is
deeply influenced by the customer values toward environment friendly refrigeration brands.
Literature on Indian context

In the recent years the research on environmentally friendly brand equity and
environmental consciousness in Indian customers has gained momentum. As opined by
Mishra and Sharma (2010) the environment friendly marketing initiatives are likely to
become popular as companies and government are focusing on environmentally friendly
initiatives. Investments in environmentally friendly initiatives have been started by many
domestic brands like Wipro Infotech, Tripura Natural Gas Company Limited and Tata
Motors. In light of the above initiative Ishawini and Datta (2011) hypothesize that
environment friendly brand equity is affected by the pro-environment concerns in Indian
customers (Antimova et al., 2012). A reasonably priced environmental conscious
refrigeration product is preferred by these customers. The increase in the environmental
consciousness level and environment friendly brand equity has given a scope to the
researchers to probe into this sensitive matter in India. The study of Singh and Pandey
(2012) suggests the same. They also added that the increase in the use of environmentally
friendly brands is due to the availability of information about price, features, performance
and quality of environment friendly refrigeration products can lead to increased use of
environmentally friendly refrigeration products. Similarly, understanding the need for
environmental consciousness in Indian customers’ would provide useful insights for
improving the environment friendly brand equity.
A study in the Indian hotel industry has suggested positive equity toward a brand Environmental
practising environment friendly practices (Manaktola and Jauhari, 2007) and the willing to consciousness
use the services of these hotels but not at a higher price. Indian customers’ lack and brand
consciousness about environment friendly practices. Siringi (2012) conducted and tested his
hypothesis of environment friendly brand equity among highly educated customers in India equity
and found that environmental consciousness were not reflected in customers’ buying
decisions. Product quality was preferred over EAt alone. So a new prospective area of study 45
arises which can be tested in line with the integration of different EAt and activities for
improving brand equity.
When a customer gets more critical about the value addition in brands than societal
activities and communication (Adam and Ali, 2014) about the brand’s added value becomes
a key strategy to fabricate brand equity (Keller, 2003). Subsequently in this research we
have considered the effect of the refrigeration company’s societal activities (whether
environmental or social) on customers’ buying intent where environmental communication
exhibit an affirmative effect on the attitude toward the refrigeration product or the company
(Swan et al., 2010; Mohr and Webb, 2005; Swaen and Vanhamme, 2004, 2005; Mohr et al.,
2001; Sen and Bhattacharya, 2001; Ellen et al., 2000; Folkes and Kamins, 1999; Murray and
Vogel, 1997; Creyer and Ross, 1997; Brown and Dacin, 1997).
Again, while going through the literatures, it is also observed that some GAPs still
persist which will give a thrust to this research (Table I).
Both multinational and Indian brands are realizing the relevance of continuity in
business (Tewari and Dave, 2012). Refrigeration brands are promoting their brand as
environment conscious. This has been a part of brand positioning where the activity is
targeted toward creating an environment conscious brands in the consumer mind. For
example, use of natural ingredients in production, energy efficient refrigeration products,
recyclable plastics and non-use of animal testing is promoted by brands that they are
environment conscious. The current research focuses on studying the effect of environment
consciousness on brand equity through attributes and activities.
Further, while a few scholarly works have recommended that societal activities and
associated environmental consciousness can effectively construct the brand value of the
refrigeration company (Bhattacharya et al., 2004; Keller, 2003; Hoeffler and Keller, 2002),
very few have tried it. So building brand equity with environmental consciousness is a
significant issues and filling this gap is very essential. Even if earlier studies have explored
the relevance of brand satisfaction, brand image, brand consciousness, trust and
environmental issues discretely. Nevertheless, very few explored about environmental
consciousness and brand equity in totality in Indian context.
Thus, determination of activities of environmental consciousness must be
carried out to guarantee advantages to the eco-friendly buyers as well as to build up
the brand equity of the refrigeration companies. Given the need to prioritize the
environmental activities (eco-literacy, interpersonal influence and value orientation), EAt
(environmental performance, communication and positioning) and a need of having
advancement in the plan of building the brand equity, AHP framework is crucial and
cannot be evaded.
Eco-literacy
To comprehend the significance and the hindrances’ of an incident, an individual must have
some information and logically arranged ideas. Therefore, for production of an attitude
toward environment friendly refrigeration products a purchaser must be aware about what
environment conscious product is and how is it valuable for the environment they are living
in. For making consciousness among the people another worth focused training “prosperity
of the earth” has been presented (Sterling, 2003).
MIP Authors Research focus Identified GAPs
35,1
Kassarjian (1971), Kinnear et al. Relationship between Lack of environmental association
(1974), Coddington (1993), Peattie socioeconomic and personality and brand equity
(1995), Schlegelmilch et al. (1996), characteristics of consumers and
Bigne (1997), Fuller (1999), the amount of ecological concern
Calomarde (2000), Fraj and
46 Martinez (2002)
Ottoman (1994) Rational purchasing Inability to bridge “Environment
(environmental) and policy Information Gap”
decisions about products,
packaging, and brand
manufacturing
Buck et al. (2002) Rational and emotional processes Absence of relationship between
of persuasion (ARI) impacts environmental attributes and
purchase decision emotions for purchase decision
Francisco et al. (2006) Environmental certifications Absence of Indian prospective

strengthens beliefs in the product’s
ecological performance in detergent
powder
Roozen and Pelsmacker (2008) Some studies on the perceived Emotional benefits of green brand
value of environmental product is largely unaccessed
Petty et al. (2009) Central and peripheral mode of Absence of relationship between
persuasion (ELM) environmental attributes and
cognitive elaboration for purchase
decision
Parker et al. (2009) The successful green brands were Improper mechanism for
linked to alternative technologies, implementing the environmental
or a green company philosophy positioning strategy
Aaker et al. (2012) Doubts on the strategic importance Lack of benefit environmental
of well-defined brand identity on consciousness
brand value
Meagan Wheeler et al. (2013) We find empirically that “green” Lack of environmental
Table I. brands are not considered largely consciousness and advertising
Identified GAPs because they are unfamiliar, rather for brand building
from literature than being consciously rejected
Customer information is viewed as a pertinent dimension that influences how buyers

collect and prioritize data (Alba and Hutchinson, 1987) and how they assess these
refrigeration products (Murray and Schlacter, 1990) for making purchase decisions
(Brucks, 1985). The above are considered to be a part of product learning and instruction
that influences buying choice and are significant from an environmental point of view
(Zarnikau, 2003; Wiser et al., 1999). Laroche et al. (2001) have suggested that purchaser’s
training is seen as a proper strategy for expanding informed selection and creating
validity of eco-friendly refrigeration products. This is alluded to as eco-literacy, which is
utilized to gauge the respondent’s capacity to recognize or characterize various
environmentally related images, ideas and conduct. As propounded by David W. Orr and
physicist Fritjof Capra in the 1996s, eco-literacy is the capacity to comprehend the
regularity frameworks that make life on earth conceivable.
Interpersonal influence
An essential determinant of one’s conduct is the impact of others (Bearden et al., 1989). This
can also be defined as the impact of socialization agents (Park and Ha, 2012; Oliver and Lee,
2010) like friends, folks, printed media, TV advertisements and buyer instruction that plays
an imperative part in impacting juvenile customer on choice making (Ozaki and Environmental
Sevastyanova, 2011). Even social basic variables, for example, sex, ethnicity, fundamental consciousness
purpose behind living up to expectations and the measure of parental income are associated and brand
with purchaser choice making styles (Shim, 1996). Refrigeration products that are being
used in social circles and the utilization of prominent spokespersons for supporting equity
refrigeration products are confirmation of this belief (Bearden et al., 1989). This clarifies a
significant part of the purchaser weakness of interpersonal influence, which advocates a 47
reciprocal association and can likewise happen between the environmental and individual
attributes (Bandura, 1977, 1986, 1989). If a buyer has a high interpersonal influence toward
environment friendly refrigeration products, then his/her state of mind toward these
eco-friendly refrigeration products will be better and will end up with an outcome.
Value orientation
Ajzen and Fishbein (1980) considered that “a man’s conduct is controlled by his or her plan
to perform the conduct.” Broad studies have directed and have clarified the principle of
value-oriented activity to substantiate the shoppers’ behavior toward eco-friendly
refrigeration products. In relation to the state of mind toward environment conscious
refrigeration products, two ideas specifically, “significance” and “hindrances” have been
rescinded (McCarty and Shrum, 1994; Amyx et al., 1994; Roberts, 1996; Kinnear et al., 1974;
Roberts and Bacon, 1997; Van Liere and Dunlap, 1981). Amyx et al. (1994) characterized
significance, regarding the environment as “the extent to which one communicates worry
about biological materials.” In a layman view “significance” is just whether purchasers see
environmentally friendly product for themselves (venture toward oneself) or for society in
general. While “hindrance” alludes to how bad the product performs for a single person to
act in an environment conducive framework (Laroche et al., 2001). According to the setting
of contemplated activity, a shopper who boasts about the “significance” part of being
environmentally well-disposed and does not consider it as “badly arranged” will probably
purchase environment friendly refrigeration products.
Environmental performance of brand

Keller (1993, 1998) partitions brand relationship into attributes, benefits and attitudes.
Consequently, if we put these arrangements on an ascending scale, environmental
associations can be viewed as the first attribute, in which the buyer utilizes these
convictions as a part of the product’s environmental performance to portray the
refrigeration brand. These characteristics can be considered as product related (Keller, 1993)
(environmentally amicable synthetic creation) or nonproduct-related (convictions in the
likelihood of bundling, reusing or in the overpricing of environmentally promoted
refrigeration products). These affiliations can go higher as purchaser benefits from
accepting the product that can help the earth (Gadenne et al., 2011).
The environmental benefits ascribed to brands could work on the three levels portrayed
by Park et al. (1986). Along these lines, the benefits that can be identified with an appropriate
function of the refrigeration product which respects environmental consideration, alluding
to well-being inspirations (Maslow, 1999) and wiping out the environment-related issues
(Rossiter and Percy, 1987; Fennell, 1978) is characterized as functional benefit of an
environmental consciousness refrigeration brand. Moreover, they could be identified with
the sentiments and feelings of the buyer, who experiences real environmental benefit when
he utilizes the brand and adds to the social welfare is taken as an experiential benefit of a
refrigeration brand. At last, a brand-credited environmental benefits could be identified with
the needs of social regard (symbolic benefit); as it symbolizes, those people who see
themselves as to be scientists and may not consider buying a brand that they feel does not
reflect their ideology of environmental consciousness.
MIP Environmental communication by brand
35,1 The firms completely control the way they communicate about their environmental
involvement. They do environmental communication with a specific end goal to pass on
their positive picture in accordance with customers’ desires (Wheeler et al., 2013).
As indicated by a review directed in 2008 by IFOP (2008), purchasers give careful
consideration to firms’ societal obligation in terms of environmental consciousness when
48 purchasing and consuming a refrigeration product. They also assess those refrigeration
companies that carry on with industriousness. All the more hypothetically, environmental
communication creates an other-situated intrinsic values (Holbrook, 1996). It gives diverse
hedonic profits, for example, a representation toward oneself profit (Chandon et al., 2000), as
customers can show their qualities around them (Hoeffler and Keller, 2002), or an
experiential profit, as shoppers have the impression to add to general prosperity.
Consequently, when a refrigeration brand imparts about its environmental involvement, it
reactivates these hedonic and experiential profits, and fortifies the favorability of brand
environmental affiliations.
Environmental positioning of brand

Although there is a general concession to the key importance of positioning in advanced
advertising administration, the idea of “positioning” itself still does not have a rational
definition (Blankson and Kalafatis, 1999; Aaker and Shansby, 1982). Brand positioning has
been investigated both from a critical view (Hooley et al., 1998; Park et al., 1986; Ries and
Trout, 1986) and a diagnostic point of view (Hair et al., 1998; Caroll and Green, 1997; Hauser
and Koppelman, 1979). Kalafatis et al. (1999) think about positioning as an iterative
procedure, comprising of environmentally conscious and proactive activities done for the
meaning of unique buyer perception. Aaker and Joachimsthaler (2000) characterize brand
positioning as the piece of the brand personality and worth recommendation that is to be
effectively imported to the intended interest group. Hence, brand positioning is the analysis
of the cooperation of all advertising devices, with an integral part of promoting
correspondences in light of its pertinence to the environment and brand during the time
spent forming particular customer recognitions for eco-friendly refrigeration products.
AHP
AHP, since its development, has been an apparatus because of leaders and specialists, and it is
a stand out amongst the most broadly utilized multiple criteria decision-making tools
(Omkarprasad and Kumar, 2006). Numerous remarkable works have been distributed in view
of AHP. They incorporate uses of AHP in distinctive fields, for example, arranging, selecting
best option, asset assignments, determining clash, streamlining, and so forth, and also
numerical augmentations of AHP (Vargas, 1990). Among the uses of the AHP technique in the
field by selecting the best option amongst the EAt, and arrange the brand-related activities are
indicated to brand equity. Ghodsypour and O'Brion (1998) contemplated the contentions
between two substantial and immaterial elements, taking into account AHP technique, i.e.
subjective and quantitative, to pick the best combination of attributes for any eco-friendly
refrigeration company. They coordinated AHP and linear programming to consider both
distinctive and intangible considers picking the best product. This model can apply to
prioritizing the decision variables in selecting the most important antecedent of environmental
consciousness and decisive variables for brand equity of refrigeration industries.
Hypothetical framework
The goals of this work are to create AHP system for prioritizing EAt to decide the variables
affecting brand equity. The procedure of this work has been received from Saaty (1980).
Keeping in mind the end goal to gather quantitative and subjective information about AHP, Environmental
environmental consciousness and brand equity model that could be connected with the consciousness
refrigeration brand, a methodology was followed to safeguard effective implementation as and brand
shown in Figure 1.
The AHP procedure here provided a ranking of EAt with respect to the attributes that equity
define brand equity, as well providing relative rankings of each environmental activity with
reference to each other. 49
Methodology and estimation
Over a month, the survey using an AHP-based questionnaire was distributed to clients who
were using refrigeration products for the past three years. Cities like Rourkela, Indore and
Chennai were selected. The selection of the cities is based on the coverage of a mixed
population and convenience in sampling. Convenience sampling was appropriate for this
study because of the scale used. The Saaty’s “9” point scale is meant for the audience who
learn about the scale. For avoiding confusion in response and to make the respondents
understand the questionnaire easily, we used convenience sampling. This also meant that
we approached respondents from educated mass that are easily accessible. Rourkela being a
small semi urban city comprises Rourkela Steel Plant and National institute of Technology.
This city catered to our requirement of convenience, different demographic profiles and is
situated in the Eastern India. Indore is selected on the merit of the characteristic of being an
industrial place in the central India. This is purely an urban city comprising more
refrigeration product users and being a city of progress the environmental issues are of
relevance. And Chennai is selected from southern India for the reason that it comprises a
population of different taste and climatic condition. All the three cities cover a major portion
of our research and helps in generalizing the facts to the mass. Generally, around one in five
clients were willing reply in the poll. The clients were screened to guarantee that they
understand the meaning of the jargons (environmental activity: eco-literacy, interpersonal
influence, value orientation; EAt: environment performance, environmental communication,
environmental positioning and brand equity) utilized and answer appropriately the
inquiries related to the refrigeration product.
An aggregate of 350 clients was approached on the basis of their convenience
and understanding of the topic, out of which 74 clients took an interest in the interview.
For checking for irregularities, nine replies were barred which gives a response percentage
of 88. These responses are considered to be fair enough considering the limitation of
the AHP techniques. Of the total respondents, 50 percent were female and the median
age was 21-26 years.
Questionnaire plan
As per the theoretical framework depicted in Figure 1, the survey was organized into two
areas. The primary segment contained three sets of correlation for client assessment of the
Brand Equity
Environmental Environmental Environmental

Attributes
Performance Communication Positioning
Figure 1.
Analytical hierarchical
process hypothetical
Activities Interpersonal Value framework
Eco-Literacy
Influence Orientation
MIP significance of EAt like environmental performance, environmental communication and
35,1 environmental positioning of refrigeration companies. To minimize biasness, clients were
furnished with definitions of every variable. The judgments were in view of a nine-point
scale of significance like the one utilized as a part of the first AHP instrument (Saaty, 1980).
The second area of the questionnaire (relating to the second level of the chain of
importance) contained three inquiries to assess the clients’ fulfillment with regard to the
50 antecedents of environmental consciousness in three environmental activity dimensions as
for the three variables. Inside each of these three inquiries were three sub-addresses that
contrasted eco-literacy and interpersonal influence, eco-literacy with value orientation, and
interpersonal influence with value orientation. Once more, the judgments were in light of a
nine-point social size of fulfillment.
As indicated by the scale utilized as a part of this study: 9, extremely important; 8, very
important to extremely important; 7, very important; 6, moderately important to very
important; 5, moderately important; 4, somewhat important to moderately important;
3, somewhat important; 2, equally important to somewhat important; 1, equally important.

A case of the instruction and inquiries is given in Table II.
Instruction: please compare two EAt of refrigeration brand you utilize at a time (EAt-1 vs
EAt-2) and encircle a number (1-9) to reflect your relative importance level, i.e. which is more
important for you?
Question: how would you rate the environmental activities like eco-literacy, interpersonal
influence and value orientation in terms of environmental performance?
Empirical results
Each client’s weights were processed utilizing Microsoft office EXCEL 2007. Applying the
AHP strategy to environmental consciousness and brand equity (“AHP-ECBE”) included five
stages – alluded to here as “investigative chain of important procedure for Environmental
consciousness and Brand equity” The AHP-ECBE stages were as per the following.
Stage 1. Get clients’ trade-off judgments for the environmental activity and EAt showed in
the paired correlation matrix. As portrayed over, a questionnaire was utilized to assemble
the clients’ paired correlation responses for the two levels in the progression (as in Table II).
The responses were utilized as inputs for the two paired correlation matrix – first for the
“EAt” and then for the “environmental activities” (as in Tables III and IV).
The paired correlation matrix for the “EAt” shows properties at the top of the left corner
(Table III). In view of the judgments of the clients, the matrix shows numbers (in the
1-9 point scale/relative importance level in terms of

EAt-1 environmental performance of your refrigeration brand EAt-2
Table II. Eco-literacy 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9 Interpersonal influence

Paired correlation Eco-literacy 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9 Value orientation
judgments Interpersonal influence 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9 Value orientation
Environmental Environmental Environmental

Table III. Environmental attributes performance consciousness positioning
Paired correlation
matrix for Environmental performance 1 α12 α13
environmental Environmental consciousness 1/α12 1 α23
attributes Environmental positioning 1/α13 1/α23 1
nine-point scales) signifying the magnitude of the trait on the left with respect to the Environmental
properties at the top. A higher esteem indicates that the characteristics on the left are more consciousness
imperative than the traits at the top. and brand
For the “environmental activities” of the order, the activities were contrasted with one
another with focus relative fulfillment with every environmental activities regarding each of equity
the dimensions. Three paired correlation matrices were developed at this level – one for each
of the attributes. Be that as it may, because of the restrictions of space, stand out matrix is 51
shown for “environmental performance” (as in Table IV). The cell values in the matrix
meant as αij and βij speak to the clients’ judgments. The remaining cells of the paired
correlation matrix were set with the opposite of the clients’ comparing attributes (signified
as 1/αij and 1/βij).
Stage 2. Consistency estimation and checking. After the clients’ judgments had been
recorded, it was vital to check the consistency of each client’s trade-off judgments. This was
measured by a consistency ratio (CR), proportionate to the measure of consistency index (CI)
upon random index (RI):
CR ¼ CI =CR
CI is computed as (λmax−N) upon (N−1) where N stays for number of measurements and
λmax demonstrates the greatest eigenvalue:
CI ¼ ðlmax –N Þ=ðN 1Þ
Eigenvalues are the scalars associated with an immediate course of action of numerical
values (or a network correlation):
lmax ¼ C JM1 RPM1 þC JM2 RPM2 þC JM3 RPM3
where λmax, highest eigenvalue; CJM1, column total of judgmental matrix of first column;
RPM1, row average of priority matrix of first row; CJM2, column total of judgmental matrix of
second column; RPM2, row average of priority matrix of second row; CJM3, column total of
judgmental matrix of third column; and RPM3, row average of priority matrix of third row.
They are the square relations of judgments, and a consistency list was compared by
Saaty (1980) to check for any clashing judgments. Likewise the random consistency index
(RI) has been organized in Table V. Professor Saaty recommended that we utilize this table
by differentiating it and the best possible one. The suitable consistency record is called
random consistency index (RI).
Environmental activities Eco-literacy Interpersonal influence Value orientation Table IV.

Paired correlation
Eco-literacy 1 β12 β13 matrix for
Interpersonal influence 1/β12 1 β23 environmental
Value orientation 1/β13 1/β23 1 activities
n 1-2 3 4 5 6 7 8 9 10 Table V.
Random
RI 0 0.58 0.9 1.12 1.24 1.32 1.41 1.45 1.49 consistency indices
MIP He haphazardly created equal grid utilizing nine-point scale and got the arbitrary
35,1 consistency record to check whether it was around 0.10 or less. The normal arbitrary
consistency record of test range 500 matrices was demonstrated in Table V. Case in point, if
a client favors A to B, and B to C, that the client cannot lean toward C to A. CR ought to be
low, so that the evaluations would not be influenced.
For every client, the CR was registered for every paired correlation network. A CR
52 estimation of 0.10 was received as the suitable cutoff (Saaty, 1990). The responses with a CR
score comparable to or lesser than 0.10 were recognized for examination.
Stage 3. Figure the weights of the EAt and relevance for the environmental activity of every
client. In the wake of examination for the consistency of the clients’ responses, the result of
the client’s significance responses for every Attribute measurement acquired in Stage 1 was
documented, and the third base of the product was figured to get the comparative weights.
The columns in the Paired correlation framework were then included. The weights were
standardized by calculating the total of the row and after that dividing individual row
element upon the corresponding aggregate.

The similar calculation technique was done for the environmental activities. These were
then changed over into weights (or rankings).
Stage 4. Figure the mean global weights (GWs) and prioritize the environmental activities
overall clients. The outcomes obtained in Stage 3 were then synthesized. The general GW
was obtained by multiplying the local weights (LWs) of the EAt with the LWs of
environmental activities (as mentioned in Table VI). The mean GW was utilized to rank the
environmental activities. The environmental activity with the most astounding weight was
viewed as the “top ranking activity to be acted upon.”
Stage 5. Rank the attributes by finding out the mean GWs of EAt. All the clients’ GWs
were then found the middle value of to acquire mean GWs for each attribute in the row. The
mean GW was utilized to rank the EAt. The EAt were ranked depending upon the mean
GWs and accordingly strategies can be formulated to leverage brand equity.
Findings and discussion

Table VII demonstrates the mean significance ranking of the attributes.
The outcomes demonstrate that the clients respected “environmental performance”
as the most astounding need in surveying brand equity of a refrigeration brand.
It is evident that it is vital for a brand to execute according to guarantee to the
clients. Clients respected “environmental positioning” as the second most vital
measurement of EAt. “Environmental communication,” was seen as the third most vital
part of the attributes.
Local Environmental Local Overall global

Environmental attributes weights activities weights weights
Environmental performance 0.485 Eco-literacy 0.449 0.218

Interpersonal influence 0.272 0.132
Value orientation 0.279 0.135
Environmental 0.244 Eco-literacy 0.505 0.123
communication Interpersonal influence 0.251 0.061
Value orientation 0.244 0.060
Table VI. Environmental positioning 0.271 Eco-literacy 0.423 0.115
Values for local and Interpersonal influence 0.305 0.083
global variables Value orientation 0.273 0.074
Be that as it may, the rankings of the attributes portrayed in Table VII are not sufficient to Environmental
build up a brand equity-related motivation. In spite of the fact that the attribute like consciousness
“environmental performance” was positioned first regarding significance to the clients, a and brand
refrigeration brand ought not instantly dispense restricted assets to this measurement
without first looking at its execution against that of its activities. Table VII demonstrates equity
the environmental performance of refrigeration brands in correlation with its environmental
activities. The outcomes demonstrate that eco-literacy evaluated as the best general activity, 53
with interpersonal influence and value orientation taking over the lead movement in the
general positioning as second and third, respectively. For every EAt, the activities were
positioned with the mean GWs.
Managerial implications and recommendations

Numerous refrigeration brands does not have legitimate “client input” component to get
data on ecological cognizance. An option review recommends that there is a necessity to
address environmental consciousness of the clients in enhancing brand equity. It is essential

to note that such client studies look for input just from clients who utilizes the refrigeration
products are in charge of the review; and the overviews make inquiries just about the EAt
and activities on that specific product. Whether these clients have encountered results of
other refrigeration brands is overlooked, and their suppositions on other refrigeration
brands are likewise disregarded. Information gathered from such overview routines is
unmistakably deficient for conceiving a satisfactory aggressive procedure. The
methodology introduced in this paper caters to this matter. At the point if connected
effectively, the similar information that can be acquired from the strategies portrayed in this
study can radically enhance brand equity.
Adjusting the AHP system in the way proposed in this paper permits supervisors to
organize EAt and to register rankings in a manner that gives an aggressive point of view in
overseeing environmental dimensions. Applying this methodology, supervisors have the
capacity to address the accompanying inquiries:
• What is the company’s brand equity, and how does the company’s general
environmental consciousness add to the brand equity concerning the environmental
activities?
• Which EAt can be enhanced to improve brand equity?
• Constrained by restricted assets, which environmental activity ought to be specified
as top need?
The framework here permits management to address couple of principle matters relating to its
environmental consciousness and brand equity: utilizing its EAt to strategize the enhancement
of the brand equity; and prioritizing the environmental activities that needs most improvement.
Eco- Interpersonal Value Mean global Ranks of

Attributes/activities literacy influence orientation weight attributes
Environmental
performance 0.218 0.132 0.135 0.162 1
Environmental
communication 0.123 0.061 0.060 0.081 3
Environmental
positioning 0.115 0.083 0.074 0.090 2 Table VII.
Mean GV 0.152 0.092 0.090 Ranking of attributes
Ranks of activities 1 2 3 and activities
MIP Specifically, the ranking shows which dimension the firm ought to focus on to upgrade its
35,1 brand equity. Enhancing a brand equity does give a firm an edge over its rivals.
On the other hand, clients have numerous options, and a competitive advantage may not
be maintained. Regardless of the fact that clients are environmentally conscious of a given
refrigeration brand at the present time that they are utilizing, they may observe that they
are much more charmed with a competitors’ enhanced environmental dimensions.
54 All methods that take a try at enhanced brand equity must be continually determined by
environmental consciousness. The above can be accomplished if the evaluations of
competitors by the clients are known. The AHP-ECBE technique depicted in this study
accordingly helps refrigeration brand to devise and keep up a pertinent, focused plan for
persistent improvements in environmental dimensions. It offers a “greater image” in brand
equity administration.
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Corresponding author
Siddharth Misra can be contacted at: sid.misra1983@gmail.com
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Marketing Intelligence & Planning

Environmental consciousness and brand equity: An impact assessment using

insufficient integration of the environmental activities in refrigeration companies has made

Literature on global context

significance of forming a favorable attitude toward environment friendly refrigeration

Literature on South Asian context

Literature on Indian context

Francisco et al. (2006) Environmental certiﬁcations Absence of Indian prospective

Customer information is viewed as a pertinent dimension that influences how buyers

Environmental performance of brand

Environmental positioning of brand

Environmental Environmental Environmental

3, somewhat important; 2, equally important to somewhat important; 1, equally important.

1-9 point scale/relative importance level in terms of

Table II. Eco-literacy 9 8 7 6 5 4 3 2 1 2 3 4 5 6 7 8 9 Interpersonal influence

Environmental Environmental Environmental

upon random index (RI):

CI ¼ ðlmax –N Þ=ðN 1Þ

lmax ¼ C JM1 RPM1 þC JM2 RPM2 þC JM3 RPM3

Environmental activities Eco-literacy Interpersonal influence Value orientation Table IV.

element upon the corresponding aggregate.

Findings and discussion

Local Environmental Local Overall global

Environmental performance 0.485 Eco-literacy 0.449 0.218

Managerial implications and recommendations

address environmental consciousness of the clients in enhancing brand equity. It is essential

Eco- Interpersonal Value Mean global Ranks of

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