How to Grasp the Boundary of Green Brand Imitation? Consumer Preference Based on Discrete Choice Experiment

Abstract

Brand imitation (referring to the strategic imitation of mature and sustainable brands by enterprises through innovative technology adaptation or repetitive visual replication) can reduce the risk of enterprises entering the green market, expand brand awareness, but to a certain extent, it will reduce consumers’ perception of the green quality of the brand, thereby affecting the effectiveness of marketing strategies. To explore the degree of consumer preference for green brand information, this study designed a discrete choice experiment and constructed a brand combination that includes attributes such as brand imitation degree, environmental information tendency, green attribute centrality, sales channels, and promotion intensity. A mixed Logit model and latent category model were used to investigate consumers’ independent preferences and cumulative effects on different attribute information, revealing the differences in consumer preferences in the shopping cart (intention) and payment (behavior) stages. Above all, the following conclusions are drawn: After the above analysis, the following conclusions were drawn: (1) The mixed Logit model shows that both green and traditional attributes significantly affect consumer brand choice. During the purchase stage, there is a preference for green attributes, while during the payment stage, there is a preference for traditional attributes. Consumers are more sensitive to information on innovation, self-benefit tips, green core attributes, direct sales, and high promotional efforts. (2) The latent category model indicates that consumers with different psychological processing modes have different dependencies on brand attributes. Value-oriented, interest-oriented, identity-oriented, and trust-oriented consumers have opposite choices in brand imitation, environmental information inclination, and channel preference. (3) Unlike trust testing, interest identification, and trust, endogenous consumers are willing to pay higher costs for green attributes. (4) The value of a product has the most significant impact on sales channel preferences, followed by environmental information preferences. (5) Consumers of different genders have consistent preferences for brand information, but high-income groups show more significant differences. The results of this study will contribute to the development of green marketing strategies for enterprises. In the shopping cart stage, companies can emphasize green technology; in the payment stage, they should strengthen cost-effectiveness. Providing authoritative authentication is an effective strategy for trusting consumers. For value-conscious users, product co-creation opportunities can be opened, while limitedtime promotions can be implemented for price-sensitive groups. In addition, high-value products should prioritize technological innovation based on imitation to avoid simple appearance replication.

Keywords: green brand imitation, consumer preference, discrete choice experiment, mixed logit, latent class analysis