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Sustainability Marketing. Herausforderungen und Empfehlungen für die Kundenansprache: Greenophobia, Attitude-Behavior Gap und Denormalized Green Behavior

Sustainability Marketing. Herausforderungen und Empfehlungen für die Kundenansprache: Greenophobia, Attitude-Behavior Gap und Denormalized Green Behavior

          
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About the Book

Masterarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Ludwigshafen am Rhein, Sprache: Deutsch, Abstract: Wie stehen Verbraucher zu Inhalt, Aufbau sowie Wording von Nachhaltigkeitskommunikation? Diese Publikation setzt sich mit den wesentlichen Theorien der Nachhaltigkeitskommunikation auseinander. Darauf aufbauend klärt sie, vor welchen konkreten Herausforderungen Unternehmen stehen, die Nachhaltigkeitskommunikation betreiben. Die Publikation geht davon aus, dass das primäre Ziel eine Förderung der Verbraucherzufriedenheit, der Überzeugungskraft der Nachricht sowie der Überzeugung umweltbewussten Verhaltens wobei grundlegende kommunikationsbedingte Barrieren ist. Mögliche Barrieren sind Greenophobia, die Attitude-Behavior Gap sowie Denormalized Green Behavior. Dabei werden für Unternehmen und die weitere Forschung geeignete Empfehlungen abgeleitet, welche Inhalte in Nachhaltigkeitskommunikation zukünftig praktiziert werden sollten und welche es zu vermeiden gilt. Indem die Ergebnisse und Empfehlungen von Unternehmen und Forschenden ausgeführt werden, sollen die geeigneten Maßnahmen einer Kommunikationsstrategie im Sustainability Marketing zukünftig vor allem helfen, umweltbewusstes Verhalten zu fördern. Die Arbeit gliedert sich in fünf Teile. Dabei widmet sich der erste Teil der terminologischen Klärung des Sustainability Marketing. Darauf aufbauend, erhält der Verbraucher im zweiten Teil mehr Beachtung. Hierbei wird die Problematik der Bestimmung eines grünen Verbrauchers näher durchleuchtet. Im Anschluss werden die grundlegenden Verbrauchereigenschaften in Zusammenhang zu Nachhaltigkeit und nachhaltiger Kommunikation, Barrieren eines nachhaltigen Verhaltens sowie deren kommunikationsbedingte Ursachen, dargelegt: Attitude-Behavior Gap, Greenophobia und Denormalized Green Behavior. Anliegen des dritten Teils ist es, die empirische Explikation der Arbeit vorzustellen und wesentliche Rahmenbedingungen der


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Product Details
  • ISBN-13: 9783346716743
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 128
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3346716740
  • Publisher Date: 11 Jul 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Greenophobia, Attitude-Behavior Gap und Denormalized Green Behavior
  • Width: 148 mm


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