Actual Questions of Green Marketing
AbstractFortunately nowadays green topics are in the focus of interest in all areas of life. Companies have also recognized profitable opportunities in serving green customers’ needs. But doing the right thing is not so easy, because there are lots of different challenges in performing green marketing. In this article four problems have been mentioned: we need to identify green customers, but social desirability biases may mislead us; being green is a fashion – is this possible?;can getting certification can help us to gain more customers? and finally, how should green communication look like?
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This chapter was published in: György Kadocsa (ed.) , , pages 255-262, 2012.
This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings- 10th International Conference on Mangement, Enterprise and Benchmarking (MEB 2012) with number 255-262.
green marketing; social desirability bias; green advertising; green certification;
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- Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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