A Theoretical Framework for the Influence of Green Marketing Communication on Consumer Behaviour in Emerging Economies

2022 ◽  
pp. 253-274
Author(s):  
Nguyen Phong Nguyen ◽  
Emmanuel Mogaji
Keyword(s):  
Emerging Economies ◽  
Consumer Behaviour ◽  
Theoretical Framework ◽  
Green Marketing ◽  
Marketing Communication

scholarly journals Environmental Strategy in Business: Green Marketing Communication

2018 ◽  
Vol 4 (3) ◽  
pp. 111
Author(s):  
Maurizio Lanfranchi ◽  
Carlo Giannetto ◽  
Francesco Rotondo
Keyword(s):  
Green Marketing ◽  
Marketing Communication ◽  
Environmental Strategy

Research and Managerial Implications

2013 ◽  
pp. 333-347
Author(s):  
Hans Rüdiger Kaufmann ◽  
Yianna Orphanidou ◽  
Francesco Casarin ◽  
Umberto Rosin
Keyword(s):  
Research Methodology ◽  
Consumer Culture ◽  
Consumer Behaviour ◽  
Marketing Communication ◽  
Market Selection ◽  
Market Intelligence ◽  
Culturally Adapted ◽  
Managerial Implications ◽  
Research Findings ◽  
Buying Behaviour

The chapter summarizes the project’s contribution to knowledge in the field of consumer behaviour and consumer culture, the applied, partially innovative, research methodology, and the major research implications. Furthermore, the key research findings are portrayed with respect to European consumers’ preference and motives for different beverage categories, the drivers and places for alcoholic consumption, further aspects of general buying behaviour, and the influence of branding and identity on alcoholic consumption. Concluding from the research findings, it provides practical managerial implications with respect to decisions on market intelligence, segmentation, positioning, and marketing communication with a special emphasis on the influence of health and to what extent these decisions can be standardized or should be culturally adapted. Moreover, innovative market clusters are described based on a variety of criteria to support managers’ decisions on market selection and market entry. The chapter finishes with a final note.

Internationalization among emerging countries: insights from Brazilian-Russian beef network

2012 ◽  
Vol 12 (3) ◽  
pp. 231-241 ◽  
Author(s):  
Karim Marini Thomé ◽  
Luciana Marques Vieira
Keyword(s):  
Empirical Evidence ◽  
Case Studies ◽  
Emerging Economies ◽  
Descriptive Study ◽  
Theoretical Framework ◽  
Emerging Countries ◽  
Business Networks ◽  
Business Network ◽  
Russian Market

This paper examines the expansion (or internationalization) of Brazilian firms into the Russian market, by applying the revised model of Uppsala in the context of emerging economies. The study is an exploratory descriptive study based on case studies of four Brazilian meatpackers with operations in Russia. The results show that the revised model of Uppsala partially explains the internationalization of the firms studied. Some evidence regarding the influence of the business network was empirically found. However, some concepts proposed by the revised model, such as the manner in which a network limits company expansion, were not found. This study contributes empirical evidence to support the theoretical framework and opens avenues for further research on business networks among emerging countries.

scholarly journals The Challenges of Green Marketing Communication: Effective Communication to Environmentally Conscious but Skeptical Consumers

Designs ◽  
2020 ◽  
Vol 4 (3) ◽  
pp. 25 ◽  
Author(s):  
Carmen Grebmer ◽  
Sarah Diefenbach
Keyword(s):  
Nonverbal Communication ◽  
Repeated Measures ◽  
Communication Channel ◽  
High Sensitivity ◽  
Green Marketing ◽  
Marketing Communication ◽  
Product Knowledge ◽  
Environmentally Conscious ◽  
Environmental Friendliness ◽  
Product Presentation

Effectively communicating properties of environmental products to consumers can be challenging. This especially pertains to highly environmentally conscious (HEC)—yet skeptical—consumers, since this target group must balance the need for reliable product knowledge with high sensitivity to often ambiguous nonverbal cues about a product’s environmental friendliness (e.g., environmental pictures). Using a group-specific (2 ×) 2 × 2 repeated-measures experimental study, we investigated the effect of communication-channel-specificity (verbal and nonverbal) to convey the environmental friendliness of products and evaluated consumers’ environmental skepticism and attention during product presentation. Environmental information delivered via a verbal/text-based communication channel translates into low skepticism for both HEC and low environmental consciousness (LEC) consumers. However, nonverbal/pictorial communication proved persuasive only for LEC consumers; HEC consumers exhibited high levels of skepticism, which, in turn, decreased the products’ perceived environmental friendliness. The analysis of combined verbal and nonverbal communication presented here provides a promising framework for effective green marketing communication.

scholarly journals The Impact of Green Marketing on Green Consumer Behaviour in Jordan

2019 ◽  
Vol 15 (1) ◽  
pp. 36
Author(s):  
Arwa Hisham Rahahleh ◽  
Monira Abdallah Moflih ◽  
Zaid Ahmad Alabaddi ◽  
Jihad Farajat ◽  
Sanaa Nawaf AL-Nsour
Keyword(s):  
Natural Resources ◽  
Quantitative Method ◽  
Consumer Behaviour ◽  
Marketing Mix ◽  
General Purpose ◽  
Marketing Strategies ◽  
Green Marketing ◽  
Limited Resources ◽  
Marketing Activities ◽  
The Impact

These days, businesses are conscious that they cannot carry on without being aware of environmental problems. Firms generally face more limited natural resources, and must develop new or alternative ways of marketing. This is how green marketing comes into view, as it looks at how marketing activities utilize those limited resources while satisfying consumers' wants― both of individuals and industry― as well as achieving the organization's objectives. The general purpose of this study is to discuss the impact of green marketing strategies on green consumer behaviour in Jordan. This study used the quantitative method to gather accessible data from the study sample. The variables present in this study are marketing mix (product, place, price, promotion), and green consumer behaviour. The Partial Least Squares (PLS) approach as a statistical method was used to analyse the data. The population of the study is 2000 daytime visitors of a traditional day in two Amman malls, from which a sample of 500 randomly distributed questionnaires was analysed, according to 32 items. Results indicated that three out of four variables had a statistically significant relationship to green consumer behaviour. The exception was for the green price factor, which did not show a discernible statistical impact.

scholarly journals Segmentation of Czech consumers as for their relationship to organic foods

2013 ◽  
Vol 59 (No. 8) ◽  
pp. 348-360
Author(s):  
J. Koudelka
Keyword(s):  
Market Segmentation ◽  
Consumer Behaviour ◽  
A Priori ◽  
Marketing Communication ◽  
Food Markets ◽  
Conventional Agriculture ◽  
Consumer Markets ◽  
Segmentation Approach ◽  
Post Hoc ◽  
Significant Attention

Products of organic agriculture have gained a significant attention among consumers. It creates a visible impact also on the products of conventional agriculture. This leads to the necessity to apply target marketing at the food resp. organic food markets. The objective of this article is to explore the possible approaches to the process of market segmentation at these consumer markets. The data of the Market & Media & Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analysed in several steps using multidimensional analyses. The results indicate a different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for the purpose of the sales management. A broadly based post hoc segmentation should be useful when the concept of marketing communication is to be created. The elaborated forward segmentation approach will take place when the marketing strategy is evaluated.  

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