Green Marketing Communication and Consumer Response in Emerging Markets

2022 ◽  
pp. 43-73
Author(s):  
Mohammed Majeed
Keyword(s):  
Emerging Markets ◽  
Consumer Response ◽  
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

Rise of Experiential Marketing in Emerging Markets

2016 ◽  
pp. 284-312
Author(s):  
Mervat Medhat Youssef ◽  
Hanan Atef Abdallah
Keyword(s):  
Emerging Markets ◽  
Business Model ◽  
Word Of Mouth ◽  
Communication Channels ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Experiential Marketing ◽  
The Public ◽  
Consumption Experience

This chapter aims to contribute towards the improvement of using Experiential Marketing as a business model in Emerging Markets. This chapter also clarifies how experiential marketing fits within the Emerging marketing climate, and how to go about planning and evaluating it for best results. It provides examples focused on Emerging Markets ethics, market mix strategies, customer brand consumption experience and consumer word of mouth. The finding suggests how Experiential Marketing strategies can best utilize marketing communication channels to achieve Emerging Markets objectives. This chapter will encourage companies and brands in Emerging Markets to look into using experiential advertising in their marketing strategies. The chapter will focus on highlighting the connection between Emerging Markets and Experiential Marketing in different aspects, which then will be analyzed in order to determine how functional and successful Experiential Marketing can be. It concludes with analysis of demonstrating views from the public and experiential specialists.

Competencies for Green Marketing Success in Emerging Markets

2021 ◽  
pp. 115-129
Author(s):  
Mary Wanjiru Kinoti ◽  
Abel Kinoti Meru
Keyword(s):  
Emerging Markets ◽  
Green Marketing

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.

TRANSFORMATI ON OF FEEDBAC K IN THE IMPLEMENTATI ON OF MARKETING COMMUNICATIONS IN THE INTERNET

2016 ◽  
Vol 4 (2) ◽  
pp. 178-184
Author(s):  
Юлия Шурчкова ◽  
Yuliya Shurchkova
Keyword(s):  
Change Process ◽  
Consumer Response ◽  
The Internet ◽  
Marketing Communication ◽  
Digital Environment ◽  
Communication Tools ◽  
Performance Review ◽  
Consumer Reaction ◽  
And Performance ◽  
Marketing Information

The article discusses the change process of feedback received from customers, modern companies originating in the digital environment. It was analyzed the hierarchy of possible options of consumer reaction to information received from the company. The author identifies the reasons for the low level of consumer response to received marketing information. A typology of consumer response to the communicative impact the company was offered. The type of negative consumer reactions, as well as the reasons for which the consumer generally does not communicate its opinion to the company was analyzed. The tools by which feedback can be arranged on the Internet, especially the interaction with consumers was described. The main characteristics that distinguish communication support of the company were identified. The issue of evaluation and performance review feedback due to the integrated use of marketing communication tools was designated

Green Marketing Strategies and Marketing Performance

2019 ◽  
pp. 1444-1463
Author(s):  
Serkan Kılıç ◽  
Erkan Özdemir
Keyword(s):  
Communication Strategies ◽  
Marketing Channel ◽  
Marketing Mix ◽  
Green Marketing ◽  
Green Product ◽  
Marketing Communication ◽  
Green Products ◽  
Web Based ◽  
Marketing Performance ◽  
Questionnaire Method

Businesses have increasingly paid more attention to the production and marketing of green products. The aim of this study is to establish the marketing mix (4P) strategies that businesses pursuit for their green products and examine the effects of green product, green pricing, green marketing channel and green marketing communication strategies on the marketing performance. The results of the present study are particularly important in terms of shaping the marketing mix strategies of businesses that have already implemented/will implement the production and marketing of green products. The research data were collected by the web based questionnaire method from 258 businesses that operated in Turkey. SPSS 18.0 and AMOS 17.0 softwares were used to conduct the analysis. As a result of multiple regression analysis, it was found that green pricing and green marketing communication strategies had a significant effect on the marketing performance.

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