Chatterjee, Patrali. "Green brand extension strategy and online communities." Journal of Systems and Information Technology 11.4 (2009): 367-384.

This study delves into consumer perceptions, purchase intentions, and evaluations of parent brands in the context of green brand extensions, both line and category, by established non-green brands. Conducted through online surveys with 602 pet owners on social networking sites, the research investigates the effects of perceived environmental impact of products, user status of the parent brand, and the type of green extension strategy on brand extension evaluation and purchase intent. Findings indicate a stronger preference and purchase likelihood for green extensions of products with high environmental impact, with current consumers showing a preference for green line extensions over category extensions. Both extension types similarly affect parent brand evaluations among current consumers. While the study offers insights with external validity, it suggests the need for further research in varied product categories and highlights practical strategies for managers considering green extensions for high-impact products.