Sammanfattning: This Study researches how brand awareness affects the brand equity of environmental labels. The two governmental ecolabels in Sweden, Svanen and EU Ecolabel are the objects studied. Svanen is the official Nordic ecolabel and EU Ecolabel is the official label in the European Union. Traditional marketing theory was applied to find out what the effects of a well-known label comparing to a new one with authority associations. A quantitative study was performed to analyze the difference between the two labels. 186 respondents participated and the study showed that consumers valued the official Nordic label higher, which indicates that brand awareness is the most important attribute. The study also showed that the European label indicated higher quality. This shows that the combination of brand awareness and brand image is necessary for successful ecolabelling.
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