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 A Study on Successful Brand Promotion Strategy of Coway

2021 ◽  
Vol 4 (1) ◽  
pp. 78-87
Author(s):  
Padmalini Singh ◽  
Divya S ◽  
Lim Chee Shan ◽  
Daisy Mui Hung Kee ◽  
Lee Zhen Wei ◽  
...  
Keyword(s):  
Communication Channel ◽  
Consumer Products ◽  
Primary Data ◽  
Marketing Communication ◽  
Buying Behavior ◽  
Promotion Strategy ◽  
The Public ◽  
Air Purifier ◽  
Promotion Strategies ◽  
Brand Promotion

The innovation of industrial technology is growing rapidly every day. One of them is The Coway company which produce air purifier and water purifier, whose main vision is to preserve an environment. This company has branches in India and Malaysia. For our research study, we have considered consumer products such as air purifier and water purifiers with marketing communication channel which will affect public’s buying behavior on Conway products. There are various marketing promotion channels to be used by companies and however, the best way to reach the customers are always challenging. This study involves primary data through a survey and involves to identify the best promotion channels that the public in India and Malaysia would vote for. This study helps Coway to promote their products through best strategy so that they can increase the market share through consumers feedback in terms of promotion strategies.

scholarly journals Functional brain network modeling in sub-acute stroke patients and healthy controls during rest and continuous attentive tracking

2019 ◽  
Author(s):  
Erlend S. Dørum ◽  
Tobias Kaufmann ◽  
Dag Alnæs ◽  
Geneviève Richard ◽  
Knut K. Kolskår ◽  
...  
Keyword(s):  
Brain Function ◽  
Repeated Measures ◽  
High Sensitivity ◽  
Brain Regions ◽  
Brain Network ◽  
System Level ◽  
Cerebral Stroke ◽  
Significant Group ◽  
Functional Brain Network ◽  
Regularized Linear Discriminant Analysis

AbstractA cerebral stroke is characterized by compromised brain function due to an interruption in cerebrovascular blood supply. Although stroke incurs focal damage determined by the vascular territory affected, clinical symptoms commonly involve multiple functions and cognitive faculties that are insufficiently explained by the focal damage alone. Functional connectivity (FC) refers to the synchronous activity between spatially remote brain regions organized in a network of interconnected brain regions. Functional magnetic resonance imaging (fMRI) has advanced this system-level understanding of brain function, elucidating the complexity of stroke outcomes, as well as providing information useful for prognostic and rehabilitation purposes.We tested for differences in brain network connectivity between a group of patients with minor ischemic strokes in sub-acute phase (n=44) and matched controls (n=100). As neural network configuration is dependent on cognitive effort, we obtained fMRI data during rest and two load levels of a multiple object tacking (MOT) task. Network nodes and time-series were estimated using independent component analysis (ICA) and dual regression, with network edges defined as the partial temporal correlations between node pairs. The full set of edgewise FC went into a cross-validated regularized linear discriminant analysis (rLDA) to classify groups and cognitive load.MOT task performance and cognitive tests revealed no significant group differences. While multivariate machine learning revealed high sensitivity to experimental condition, with classification accuracies between rest and attentive tracking approaching 100%, group classification was at chance level, with negligible differences between conditions. Repeated measures ANOVA showed significantly stronger synchronization between a temporal node and a sensorimotor node in patients across conditions. Overall, the results revealed high sensitivity of FC indices to task conditions, and suggest relatively small brain network-level disturbances after clinically mild strokes.

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

Green Marketing

2015 ◽  
pp. 63-85 ◽  
Author(s):  
Ceren Altuntaş Vural
Keyword(s):  
Negative Impact ◽  
Green Marketing ◽  
Environmentally Conscious ◽  
Industrial Services ◽  
Production And Consumption ◽  
High Interaction ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
Business Function ◽  
Business To Business

Due to the negative impact of globalized production and consumption on the natural environment, businesses keep facing increased pressure to eliminate their harmful processes and transform into environmentally conscious organizations. Marketing as a business function having a high interaction rate with customers and other stakeholders receives its share from this wave. Every day, more organizations become engaged in green marketing practices either by complying with laws and regulations or seizing proactive environmental marketing strategies. This chapter aims to propose a conceptual framework for green marketing by reviewing the existing green marketing and sustainable marketing literature. In addition to that, considering the less developed literature in Business-to-Business (B2B) green marketing, the chapter uses previous strategic frameworks for suggesting green marketing activities for industrial services. Logistics is selected as a specific field for the proposition of the examples. The chapter concludes with implications and further research directions.

scholarly journals Quantifying Topographical Changes in Muscle Activation: A Statistical Parametric Mapping Approach

Proceedings ◽  
2020 ◽  
Vol 49 (1) ◽  
pp. 71
Author(s):  
Patricio A. Pincheira ◽  
Eduardo Martinez-Valdes ◽  
Carlos De la Fuente ◽  
Felipe Palma ◽  
Oscar Valencia ◽  
...  
Keyword(s):  
Repeated Measures ◽  
Muscle Activation ◽  
Plantar Flexion ◽  
Statistical Parametric Mapping ◽  
High Sensitivity ◽  
Voluntary Contraction ◽  
Medial Gastrocnemius ◽  
Isometric Contractions ◽  
Parametric Mapping ◽  
Repeated Measures Anova

Regional changes in muscle activation occur at different contraction intensities. These changes can be observed with activity maps created with high-density electromyography (HDEMG). When quantifying these changes, statistical parametric mapping (SPM) is a neuroimaging technique that may be used to perform statistical analyses with high sensitivity and spatial resolution. The aim of this study was to identify regional changes in muscle activation at different contraction intensities, comparing SPM and the HDEMG barycenter (centroid). Twelve participants performed plantar flexion isometric contractions at 20%, 40%, and 60% of the maximal voluntary contraction (MVC), while HDEMG was recorded from the medial gastrocnemius. An SPM repeated measures ANOVA design revealed specific mediolateral and cephalocaudal changes in muscle activation with increasing contraction intensities, which were not clearly detected by the variation in the barycenter coordinates. Only SPM revealed statistically significant nonuniform changes in EMG amplitude between all increasing levels of muscle activation.

Investigating online consumers’ responses to product presentation modes

2019 ◽  
Vol 29 (6) ◽  
pp. 1233-1255 ◽  
Author(s):  
Yi-Shun Wang ◽  
Ching-Hsuan Yeh ◽  
Yu-Min Wang ◽  
Timmy H. Tseng ◽  
Hsin-Hui Lin ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Research Study ◽  
Product Knowledge ◽  
Research Model ◽  
Content Type ◽  
Consumer Responses ◽  
Presentation Modes ◽  
Comprehensive Picture ◽  
New Type ◽  
Product Presentation

Purpose With the proliferation of virtual reality (VR) applications in electronic commerce, investigations on the effects of VR on consumer responses are important. The purpose of this paper is to examine the effects of online presentation modes (i.e. situational VR, pure VR and picture) on consumer responses for three product types (i.e. geometric, material and mechanical). Design/methodology/approach This study conducted a 3×3 between-subjects experiment to validate the research model and hypotheses. Findings The results revealed that both the situational VR mode and the pure VR mode had a greater impact on product knowledge and purchase intention than the picture mode. The situational VR mode yielded a higher level of product knowledge and purchase intention than the pure VR mode although it was not statistically significant. Furthermore, the pattern of VR modes superiority was found to be consistent across geometric, material and mechanical product types. Originality/value This research study contributes to the VR literature by investigating a new type of VR: situational VR, and offering a more comprehensive picture of consumer responses to online product presentations. The authors then drew the implications from the findings to suggest guidelines for practitioners to efficiently allocate resources and maximize the effectiveness of online presentation modes.

scholarly journals Peripheral Inflammatory Biomarkers for Myocardial Infarction Risk: A Prospective Community-Based Study

2017 ◽  
Vol 63 (3) ◽  
pp. 663-672 ◽  
Author(s):  
Zhijun Wu ◽  
Zhe Huang ◽  
Wei Jin ◽  
Eric B Rimm ◽  
Alice H Lichtenstein ◽  
...  
Keyword(s):  
Myocardial Infarction ◽  
Repeated Measures ◽  
High Sensitivity ◽  
Community Based ◽  
Reactive Protein ◽  
Inflammatory Status ◽  
Increased Risk ◽  
Hs Crp ◽  
Wbc Count

Abstract BACKGROUND Most previous studies regarding chronic inflammation and risk of myocardial infarction (MI) have lacked repeated measures of high-sensitivity C-reactive protein (hs-CRP) and/or white blood cell (WBC) count over time. We examined whether cumulative average and longitudinal changes in these biomarkers were associated with subsequent MI risk. METHODS In this prospective, community-based study, we included 82544 Chinese participants [66796 men and 15748 women; mean (SD) age 55.1 (9.86) y] without prior cardiovascular diseases or cancer at baseline (2006–2007). hs-CRP, WBC and other clinical covariates were assessed at baseline and every 2 years during follow-up. RESULTS During 6 years of follow-up (2006–2012), we documented 714 incident MI cases. Higher baseline and cumulative average concentrations of hs-CRP and/or WBC were consistently associated with increased risk of MI (Ptrend <0.001 for both). Longitudinal increase in hs-CRP (Ptrend <0.001), but not WBC, was also associated with a higher future risk of MI, after adjustment for their baseline values and other covariates. Each 1-mg/L increment per year in hs-CRP was associated with a 9.3% increase in risk for future MI [hazard ratio (HR) = 1.09, 95% CI, 1.03; 1.17]. Participants with high-grade inflammatory status (hs-CRP ≥10 mg/L and WBC ≥10 × 109/L) had a higher risk of MI occurring <3 months after hs-CRP/WBC assessments vs those with hs-CRP <0.5 mg/L and WBC <5 × 109/L (HR = 6.64; 95% CI, 1.49–29.6), as compared with MI occurring ≥4 years (HR = 2.95; 95% CI, 0.90, 9.65). CONCLUSIONS Plasma hs-CRP concentration and WBC predicted MI risk. Longitudinal increase in hs-CRP was also associated with a higher risk of MI.

scholarly journals Examining the effects of green marketing on brand and corporate image

2020 ◽  
Vol 2 (3) ◽  
pp. 1-19
Author(s):  
Pelin Vardarlier ◽  
Esra Esra
Keyword(s):  
Public Relations ◽  
Social Responsibility ◽  
Corporate Image ◽  
Green Marketing ◽  
Direct Impact ◽  
Analysis Method ◽  
Semiotic Analysis ◽  
Environmentally Conscious ◽  
Marketing Application ◽  
Corporate Social

Consumers highly value environmentally-conscious companies in today's world. These businesses announce their environmental awareness through various marketing tools such as advertising, public relations, sponsorship, social responsibility projects. These methods provide support to environmentalist images of brands since they are informative yet in some cases, they are perceived as unnatural by consumers. It is possible to say that being consistent and plain for actions taken for environmental activities have a direct impact on whether these activities are unnatural or sincere. In the article, the effects on brand and corporate image of green marketing practices of businesses were examined. While examining the image created by the green marketing practices of the brands in the consumer's mind, it is also important to examine the actions taken for social responsibility. Therefore, the green marketing application processes of the corporate social responsibility approach are examined. In this article, a fuel company's advertising film, which is known as environmentally friendly with green marketing practices, has been examined according to the semiotic analysis method.

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