Abstract

MORENO C., Haidy Johana. The influence of price and the strategies of visual communication based on cultural symbols of ecological brands and sustainable consumption preferences. Rev. esc.adm.neg [online]. 2014, n.77, pp.168-183. ISSN 0120-8160.

This paper aims at describing the influence of the price and strategies of visual communication based on cultural symbols of ecological brands preferences in the category of cleaning products in the city of Bogota, trying to increase the sustainable consumption of energy at home. For this reason, two steps were followed: a descriptive study to determine the most persuasive price strategy for consumers for an ecological cleaning product. Subsequently, in phase two, a pilot study was conducted using a 2x2x2 factorial design, where the first independent variable was visual communication; the second one was the ecological framing and third one, the price; variable that acted as an element of influence used in each experimental group. The participants were exposed to visual two-dimensional and three-dimensional stimuli, related to pricing strategies. The results show that the way the price is communicated has a high incidence in purchasing preference because consumers are more perceptible to discounts and offers. Another relevant finding was the positioning strategy in green brands, which should generate in consumers a guarantee that it really is a product that provides the environmental care and therefore requires accurate and detailed information on the design, packaging, branding and other product attributes, seeing that ultimately and in advertising terms, visual communication in sustainable consumption also plays an information role.

Keywords : Social influence; Visual communication; Ecological marketing; Green brands; Sustainable behaviour.

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