«Problems of economics and management of oil and gas complex»

Mediating role of the fuel and energy companies "green" brand image

UDC: 332
DOI: 10.33285/1999-6942-2023-9(225)-32-38

Authors:

¹ Moscow State Institute of International Relations, Moscow, Russia

Keywords: oil and gas sector, management of fuel and energy companies, green brand image, green brand management, sustainable branding, brand trust, brand loyalty, corporate image

Annotation:

The article identifies and evaluates the role of the "green" brand image in the Russian energy market based on variables such as consumer perception of the functional and emotional benefits of sustainable oil and gas brands, as well as preference, trust, loyalty and corporate image. The results obtained were formulated on the basis of a conducted survey in which 347 respondents using the products of Russian fuel and energy companies participated, showing that an increase of the functional and emotional benefits perceived by consumers improves the image of a sustainable brand, which ultimately increases preferences towards choosing a "green" brand, trust, loyalty and corporate image. Moreover, the "eco" brand image plays the role of an intermediary between all the studied variables mentioned earlier. Based on these findings, energy companies can adjust their strategies of "green" brand management, showing how the choice of an "eco" vector can attract consumers' attention to the environmental problems of the planet.

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