An analysis on consumer perception via “stereotype content” model between sustainable brand and country of origin

This paper aims to intention to analyze the Country of Origin (COO)effect and the consumer's intention to purchase green brands, applying the revised Stereotypic Content Model, in which the competence dimension is combined with the warmth dimension divided into two stereotypic sub-dimensions of morality and sociality. While previous analyses have investigated the role of stereotypes of competence and warmth with regard to Country of Brand (COB) and green brands, this research aims to investigate how the competence and the two components of the warmth (morality and sociality) of the green brand and its country of origin can positively/negatively influence the perceived quality and purchase intentions of a green brand. Considering the importance of understanding if and how COB stereotypes can be related to those of the green brands and how this can influence the perception of quality and the purchase intention of the brand, an exploratory quantitative research has been conducted on a sample of Italian consumers. In particular, the empirical research has been developed considering three COO: Italy, Germany and USA and two brands: green cars and green fashion clothing. The data have been analyzed through different statistical analysis.