Product Positioning Strategy and Sustainability: A Systematic Literature Review of Theoretical Foundations, Empirical Evidence, and Future Research Directions
DOI:
https://doi.org/10.66635/gb387b97Keywords:
product positioning, brand positioning, green brand positioning, sustainability positioning, systematic literature review, sustainable marketingAbstract
Background: Product positioning strategy is a central element of marketing because it enables firms to create a distinctive place for their products and brands in the minds of target consumers. However, increasing environmental awareness and responsible consumption have made sustainability an important strategic dimension in positioning decisions.
Objective: This study aims to systematically review and integrate literature on traditional product positioning and sustainability-based positioning. Specifically, it identifies major positioning frameworks, examines empirical evidence on positioning effectiveness, and highlights research gaps and future research directions.
Method: A systematic literature review approach was adopted using PRISMA-based screening. Relevant studies were searched through major academic databases, including Web of Science, Scopus, ScienceDirect, Springer, and Google Scholar. After screening and eligibility assessment, 14 freely available full-text studies were selected for detailed synthesis. The selected studies were analyzed according to theoretical framework, research context, methodology, key findings, sustainability contribution, limitations, and future research implications.
Results: The review identifies four dominant traditional positioning frameworks: differentiation-based positioning, perception-based positioning, competitive positioning, and resource-based positioning. Sustainability-based positioning emerges as a fifth framework that integrates environmental value, green brand identity, ethical responsibility, and sustainable consumption into positioning strategy. Findings show that sustainability positioning influences consumer outcomes through attitude formation, self-image congruence, functional congruence, brand trust, and dual cognitive–affective processing.
Conclusion: Sustainability has evolved from a peripheral product attribute to a central strategic positioning dimension. The review contributes by integrating traditional and sustainability-based positioning literature and showing that effective sustainable positioning requires both functional credibility and emotional resonance.
References
1.Adisty, NV, Wulandari, S., & Amani, H. (2023). Tasa positioning improvement planning. id based on perceptual mapping using multidimensional scaling and swot analysis methods. IMWI Repository Horizons , 6 (5), 1904-1912.
2.Akbar, N., Yousafzai, M. T., & Akbar, S. (2023). Measuring the impact of green brand positioning on green brand attitudes in the context of Pakistan. Journal of Managerial Sciences, 17(1), 47-70.
3.Anwar, M., Indratno, D. L., Wibowo, S., & Aulyda, W. (2024). Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products. East Asian Journal of Multidisciplinary Research, 3(10), 4949-4966.
4.Cristea, A. (2014). Positioning strategies for obtaining and sustaining competitive advantage. International Journal of economic practices and theories, 4(5), 894-902.
5.Della, H., & Araibi, L. H. M. (2016). The Effect of Product Differentiation on Local Brand Positioning: A Case Study of “Venus” Brand Shampoos in the Algerian Market. European Journal of Business and Management, 8(21).
6.DeSarbo, W. S., Blanchard, S. J., & Atalay, A. S. (2017). A new spatial classification methodology for simultaneous segmentation, targeting, and positioning (STP analysis) for marketing research. In Review of marketing research (pp. 75-103). Routledge.
7.Diaz Diaz, JF, & Sepulveda Marquez, AC (2006). Marketing plan proposal for the Tuchín Artisans Cooperative Cooartzenu, to enter the Bogotá DC city market.
8.Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective. European Journal of marketing, 44(11-12), 1763-1786.
9.Garachkovska, O., Sytnyk, O., Fayvishenko, D., Taranskiy, I., Afanasieva, O. M., & Prosianyk, O. P. (2021). Strategic management of brand positioning in the market.
10.Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2021). Green branding effects on consumer response: examining a brand stereotype-based mechanism. Journal of Product & Brand Management, 30(7), 1033-1046.
11.Gonzales Hidalgo, CM (2015). Brand repositioning strategies for the “Nuova Forza” gym in the city of Chiclayo 2014.
12.Gwin, C. F., & Gwin, C. R. (2003). Product attributes model: A tool for evaluating brand positioning. Journal of Marketing theory and Practice, 11(2), 30-42.
13.Hartmann, P., Apaolaza Ibáñez, V., & Forcada Sainz, F. J. (2005). Green branding effects on attitude: functional versus emotional positioning strategies. Marketing intelligence & planning, 23(1), 9-29.
14.Hartmann, P., SAINZ, F. J. F., & Ibáñez, V. A. (2004). Superando los límites medioambientales de la empresa: un estudio experimental del efecto del posicionamiento ecológico en la actitud hacia la marca. Cuadernos de gestión, 4(1), 83-95.
15.Hou, Y., & Yao, D. (2022). Pushed into a crowd: Repositioning costs, resources, and competition in the RTE cereal industry. Strategic Management Journal, 43(1), 3-29.
16.Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, 16-29.
17.Lee, J. L., Kim, Y., & Won, J. (2018). Sports brand positioning: Positioning congruence and consumer perceptions toward brands. International Journal of Sports Marketing and Sponsorship, 19(4), 450-471.
18.Lin, J., & Zhou, Z. (2022). The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value. International Journal of Emerging Markets, 17(6), 1404-1424.
19.Mahrinasari, M., & Pandjaitan, D. R. H. (2022). The impact of green brand positioning, green brand knowledge and attitude toward green brand on green product purchase intention in Unilever products, Indonesia. The International Journal of Business & Management, 10(3), 36-43.
20.Manhas, P. S. (2010). Strategic brand positioning analysis through comparison of cognitive and conative perceptions. Journal of Economics, Finance and Administrative Science, 15(29), 15-33.
21.Mayer, R. (2013). Environmental marketing in the airline sector: an evaluation of market segments, green image and eco-positioning (Doctoral dissertation, Loughborough University).
22.Mehraj, D., & Qureshi, I. H. (2022). Does green brand positioning translate into green purchase intention?: A mediation–moderation model. Business Strategy and the Environment, 31(7), 3166-3181.
23.Moore, M. C., & Helstein, R. (2009). Positioning: the essence of marketing strategy.
24.Najafizadeh, N. S., Elahi, M., Moemeni, A., & Lotfi, Z. (2012). A model for brand positioning of hygienic products using the most effective factors on competitive position and perceptual map technique. African Journal of Business Management, 6(27), 8102-8117.
25.Pereez, N., Nathan, K., Dative, M., Charles, G., Charity, K., & Labson, T. (2020). Assessing the role of positioning strategy on market performance of soft drink manufacturing enterprises (SDMEs) in Rwanda. In Rwandan Economy at the Crossroads of Development: Key Macroeconomic and Microeconomic Perspectives (pp. 191-215). Singapore: Springer Singapore.
26.Situmorang, T. P., Indriani, F., Simatupang, R. A., & Soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. The Journal of Asian Finance, Economics and Business, 8(4), 491-499.
27.Song, M. S., & Song, M. S. (2018). A study on the repositioning strategy for competitiveness of enterprise in low-cost cosmetics market. Asian journal of beauty and cosmetology, 16(3), 405-416.
28.Urban, G. L. (1975). PERCEPTOR: A model for product positioning. Management Science, 21(8), 858-871.
29.Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing intelligence & planning, 32(3), 250-268.
30.Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of green brand positioning and green customer value with green purchase intention: the mediating and moderating role of attitude toward green brand and green trust. Sage Open, 12(2), 21582440221102441.
31.Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business ethics, 93(2), 307-319.
32.Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management decision, 50(3), 502-520.
33.Montoro Rios, F. J., Luque Martinez, T., Fuentes Moreno, F., & Cañadas Soriano, P. (2006). Improving attitudes toward brands with environmental associations: an experimental approach. Journal of consumer marketing, 23(1), 26-33.
34.Dewanti, P. P., Hendrayati, H., & Hurriyati, R. (2024, June). Green Marketing: Green Brand Positioning’s Influence on Green Products Purchase Intention. In 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023) (pp. 321-326). Atlantis Press.
35.Zhang, X., Chen, K., & Li, S. (2024). The effects of green advertising appeal and message type on purchase intention. Journal of Retailing and Consumer Services, 81, 104007.
36.Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390, 136092.
