The role of green mindset and social responsibility in the formation of place brand value from the perspective of technology companies

Abstract

Purpose - The aim of this study is to analyze the role of green mindset and social responsibility in shaping place brand value from the perspective of technology companies. Design/methodology/approach - This research is focused on qualitative approach. Based on the literature review, questions were formulated for structured interviews conducted with various technology companies operating in different business parks and office buildings in Estonia. Findings - Although green values and CSR are broadly recognized by Estonian technology companies, they play a secondary role in location decisions unless tied to concrete advantages like cost-efficiency or investor alignment. Their impact is shaped by organizational size, maturity and sector, highlighting the need for integration with functional values. Research limitations/implications - The study's limitations and findings underscore that while it explores the appeal of a place brand to technology sector firms and the significance of a green and sustainable mindset, it does not calculate the brand's monetary value. Moreover, the restricted sample size, confined to companies within Estonia, may impact the generalizability of the results. Originality/value - This study fills an important gap by addressing the topic of place branding and brand value through the perspective of the technology sector and in the context of a green and sustainable mindset. It opens up new discussions and research avenues, contributing to a more comprehensive understanding of the role of these factors in shaping place branding and supporting sustainable urban development.