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Author: Kim Sheehan Publisher: Routledge ISBN: 1317700066 Category : Business & Economics Languages : en Pages : 146
Book Description
This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.
Author: Kim Sheehan Publisher: Routledge ISBN: 1317700066 Category : Business & Economics Languages : en Pages : 146
Book Description
This edited collection presents cutting edge research into the topic of green messages and subsequent consumer responses. The research studies draw on a rich tradition of communication, psychological and sociological theories that examine consumer responses in a nuanced way. At the same time, the studies present important implications for advertising practitioners and academics alike. Written by communications scholars from North America, Europe and Asia, the studies encompass a range of research techniques including experiments, surveys, content analyses and depth interviews. The book provides important insights into current practice as well as directions for future research. This book was originally published as a special issue of the Journal of Advertising.
Author: Gabriele Siegert Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110416832 Category : Social Science Languages : de Pages : 387
Book Description
In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.
Author: Lynn R Kahle Publisher: Routledge ISBN: 1317474023 Category : Business & Economics Languages : en Pages : 313
Book Description
With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.
Author: Esakki, Thangasamy Publisher: IGI Global ISBN: 1522523324 Category : Business & Economics Languages : en Pages : 319
Book Description
In modern society, it has become increasingly important to consumers that their products be environmentally safe. Green marketing is the most efficient way for corporations to convey that their merchandise is environmentally ethical, which in turn increases profit. Green Marketing and Environmental Responsibility in Modern Corporations is a comprehensive resource for the latest material on the methods and techniques that contemporary industries are employing to raise awareness on sustainable products. Featuring comprehensive coverage across a range of relevant topics such as green consumption, organic food products, supply chain performance, and ecological marketing, this publication is an ideal reference source for professionals, practitioners, academics, and researchers interested in the latest material on sustainable corporate operations.
Author: Naidoo, Vannie Publisher: IGI Global ISBN: 1522595600 Category : Business & Economics Languages : en Pages : 378
Book Description
As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life benefits shall increase. Encouraging the holistic nature of green, moreover, inspires other retailers to push the movement. Green Marketing as a Positive Driver Toward Business Sustainability is a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. While highlighting topics including green consumerism, electronic banking, and sustainability, this book is ideally designed for industrialists, marketers, professionals, engineers, educators, researchers, and scholars seeking current research on green development in regular movement.
Author: Emmanuel Mogaji Publisher: Springer Nature ISBN: 3030825728 Category : Business & Economics Languages : en Pages : 279
Book Description
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.
Author: Sukki Yoon Publisher: Routledge ISBN: 1315392526 Category : Business & Economics Languages : en Pages : 227
Book Description
In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.
Author: Daniel Fogel Publisher: Routledge ISBN: 1317424433 Category : Business & Economics Languages : en Pages : 355
Book Description
Strategic Sustainability examines how organizations can implement environmental sustainability science, theories, and ways of thinking to become more competitive. Including examples and ideas implemented in various countries, it is based on known scientific principles about the natural world and organizational principles focusing on the work domain. The intersection of these two realms of research creates a powerful and new approach to comprehensive, seemingly contradictory issues. Daniel S. Fogel draws from disparate fields and creates a story about organizations, their future and how people are part of the problem and, more importantly, part of the solution. Readers will find ways to take action to improve organizations and avoid denigrating our natural environment, learning to be mindful of the urgency we should feel to improve our impact on the world. The focus on the natural environment provides a powerful focus for creating value in organizations and addressing the major challenges we all face. Advanced sustainability students, working professionals and board members, managers and legislators responsible for governing organizations or implementing public policy will find this book useful. A companion website features an instructor’s manual with test questions, as well as 38, 10-minute videos for classroom use.
Author: Kim Sheehan
Author: Kim Sheehan
Author: Gabriele Siegert
Author: Lynn R Kahle
Author: Esakki, Thangasamy
Author: Naidoo, Vannie
Author: Reem Khamis
Author: George Zinkan
Author: Emmanuel Mogaji
Author: Sukki Yoon
Author: Daniel Fogel