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Rolle von sozialen Normen und Agenda Setting im Nachhaltigkeitsmarketing

Rolle von sozialen Normen und Agenda Setting im Nachhaltigkeitsmarketing

          
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About the Book

Studienarbeit aus dem Jahr 2024 im Fachbereich Umweltwissenschaften - Nachhaltigkeit, Note: 1,7, Hochschule Fresenius München, Veranstaltung: Modul: Medienpsychologie, Sprache: Deutsch, Abstract: Die Bedeutung sozialer Normen und des Agenda-Settings im grünen Marketing prägt zunehmend die Dynamik des Konsumentenverhaltens in der heutigen Geschäftswelt. Grünes Marketing, einst eine Randerscheinung, ist nun zu einem zentralen Bestandteil der Unternehmensstrategien geworden, da es auf das wachsende Bewusstsein für Nachhaltigkeit und ökologische Verantwortung reagiert. Dieses Konzept erweitert die traditionellen Marketingansätze und fordert Unternehmen auf, ihre Prozesse und Produkte unter Berücksichtigung ökologischer und sozialer Verantwortung zu gestalten und zu bewerben. Soziale Normen spielen in diesem Kontext eine entscheidende Rolle. Sie formen nicht nur das individuelle Verhalten, sondern prägen auch kollektive Erwartungen und Standards, die wiederum das Kaufverhalten beeinflussen können. Im Rahmen des grünen Marketings können soziale Normen dazu genutzt werden, eine Umgebung zu schaffen, in der nachhaltige Produkte und Praktiken eher die Regel als die Ausnahme sind (Grunwald, Schwill, 2022). Agenda-Setting, ein weiterer wichtiger Aspekt dieser Diskussion, bezieht sich auf die Fähigkeit der Medien, die öffentliche Aufmerksamkeit auf bestimmte Themen zu lenken. Im Kontext des grünen Marketings nutzen Unternehmen das Agenda-Setting, um Nachhaltigkeitsthemen in den Vordergrund zu rücken und das Bewusstsein sowie das Verhalten der Konsumenten zu beeinflussen (Fieseler, Hoffmann, Meckel, 2010). Die Integration von sozialen Normen und Agenda-Setting in das grüne Marketing stellt jedoch auch eine Herausforderung dar. Unternehmen müssen Authentizität und Transparenz bewahren, um Glaubwürdigkeit zu erhalten und das Risiko des Greenwashings zu minimieren. Greenwashing, also das Vortäuschen von Nachhaltigkeit, untergräbt das Vertrauen der Konsumenten und kann langfri


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Product Details
  • ISBN-13: 9783389013403
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3389013407
  • Publisher Date: 10 Apr 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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