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Suffizienzförderung in der Marketingkommunikation

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  • Elsner, Nina

Abstract

Aktuelle Forschungsstudien betrachten im Kontext von Suffizienz und Marketing aktuell vor allem den Einsatz in Unternehmen selbst und weniger die Wirkung von Marketingmaßnahmen auf die Konsumenten. So gibt es etwa erste Studien dazu warum und wie kommerzielles Marketing suffizienzfördernden Konsum fördern sollte oder zum Einsatz von Suffizienz in der Unternehmenskommunikation. Untersuchungen im Bereich der Kommunikationspolitik und deren Auswirkungen auf das Konsumentenverhalten fokussieren sich vor allem auf die Wahrnehmung des Unternehmens oder die Auswirkungen auf suffizientes Verhalten. Die Art der Kommunikation wird noch als Nischenphänomen in der Praxis angesehen. Ein Ziel dieses Beitrags ist es daher die bestehende Forschung zu erweitern und Implikationen für die Marketingpraxis zu erarbeiten.

Suggested Citation

  • Elsner, Nina, 2023. "Suffizienzförderung in der Marketingkommunikation," Working Papers for Marketing & Management 69, Offenburg University, Department of Media and Information.
    • Handle: RePEc:zbw:ouwpmm:69
    DOI: 10.48584/opus-6970
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    References listed on IDEAS

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