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Polish Consumers’ Response to Social Media Eco-Marketing Techniques

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  • Agnieszka Bojanowska

    (Department of Marketing, Management Faculty, Lublin University of Technology, 20-618 Lublin, Poland)

  • Monika Kulisz

    (Department of Enterprise Organisation, Management Faculty, Lublin University of Technology, 20-618 Lublin, Poland)

Abstract

This study attempts to verify whether green-marketing efforts of companies are recognised by the Polish customer in social media—a vital marketing communication channel. For businesses, this awareness carries important implications for the effectiveness and profitability of the eco-marketing campaigns. This study employed survey methodology, which was coupled with participant observation of online ecology-centred communities. It is shown that the economic aspect of green marketing is valued by customers and they are quite observant with respect to such expressions of eco-marketing as eco-organic product packaging or production in the spirit of zero-waste technology. The results indicate that eco-marketing activities should be predominantly targeted at women because they are more likely to take note of the message. The statistical part of the study utilises the Chi-square ( χ 2 ) test (significance level α = 0.05) and the gamma distribution. Eco-marketing activities appear to attract notice in social media, but not yet as much as presumably desired. Gender is shown to correlate with respect to questions regarding the noticeability of zero-waste activities and pro-ecological activities in social media. Women display higher awareness of “zero-waste” and pro-ecological social media campaigns. In the aggregate, those who perceive “zero waste” as a lifestyle include women, who are more observant.

Suggested Citation

  • Agnieszka Bojanowska & Monika Kulisz, 2020. "Polish Consumers’ Response to Social Media Eco-Marketing Techniques," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:8925-:d:435513
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    References listed on IDEAS

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    1. Huang, Huiping, 2016. "Media use, environmental beliefs, self-efficacy, and pro-environmental behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2206-2212.
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    5. Ayca Can Kirgiz, 2016. "Green Marketing: A Case Study of the Sub-Industry in Turkey," Palgrave Macmillan Books, Palgrave Macmillan, number 978-1-137-53589-4.
    6. Papadas, Karolos-Konstantinos & Avlonitis, George J. & Carrigan, Marylyn & Piha, Lamprini, 2019. "The interplay of strategic and internal green marketing orientation on competitive advantage," Journal of Business Research, Elsevier, vol. 104(C), pages 632-643.
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    Cited by:

    1. Agnieszka Bojanowska & Agnieszka Sulimierska, 2023. "Consumer Awareness of Biodegradability of Food Products Packaging," Sustainability, MDPI, vol. 15(18), pages 1-16, September.
    2. Barbara Urszula Buraczyńska & Anna Elżbieta Żelazna & Agnieszka Barbara Bojanowska, 2022. "The Impact of the COVID-19 Pandemic on the Behaviours of Polish Consumers in the Organic Products Market," Sustainability, MDPI, vol. 14(19), pages 1-12, September.
    3. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    4. Joanna Wyrwisz & Jacek Dziwulski, 2021. "Sustainability as a Brand Power Factor in the Women's and Men's Assessment," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 357-367.
    5. Anna Zelazna & Agnieszka Bojanowska & Barbara Buraczynska, 2021. "Consumer Attitudes on the Food Market: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 311-321.
    6. Pawel Rymarczyk & Piotr Golabek & Sylwia Skrzypek - Ahmed & Magdalena Rzemieniak, 2021. "Profiling and Segmenting Clients with the Use of Machine Learning Algorithms," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 2), pages 513-522.

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