Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

We aim for a deeper understanding of how the theory green brand extension is effectively used in management practice. Therefore, we conducted three consecutive studies to unfold corporate activities as well consumer perceptions. (1) Employing qualitative content analysis, explore and explicate characteristics 37 extensions. (2) discuss extensions four focus groups categorize facets skepticism. (3) To deepen triangulate findings, conduct 50 interviews with consumers wide range environmental involvement. Our theoretical sampling offers rich insights into perspectives consumers, however, limited personal reflections on subset brands German FMCG market. First, unveil extensions, based their benefits beneficiaries. Moreover, emphasize that contrast original theory, main image transfer intended reverse greening effects. Second, note responses reflect various categories skepticism around giants originators such underlying intentions. In addition, interpret different effects ecolabeling linked its sender. Third, empirically demonstrate higher involvement can be expected scrutinize more critically. describe perceptions evaluations loyalty knowledge.