Titre : |
MARKETING STRATEGIES TO PROMOTE SUSTAINABLE CONSUMER BEHAVIOR: How can companies involved in sustainable development overcome negative stereotypes on responsible behavior in order to make sustainability attractive to the eyes of consumers? |
Type de document : |
Mémoire |
Auteurs : |
Lotta GIPOULOU, Auteur |
Année de publication : |
2019 |
Importance : |
32 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; MARQUE ; STRATEGIE ; PUBLICITE ; CONSOMMATION ; DEVELOPPEMENT DURABLE
|
Résumé : |
Can well established company’s tackle stereotypes linked to responsible consumer behaviors effectively ? This study aims to see how far stereotypes linked to sustainability in consumer choices are present today and to what extent they differ when a consumer is exposed with different marketing campaigns promoting a sustainable product or service.This study explores the strength of stereotypes, the importance of brands in this process and the relation between the establishment of the brand and possible stereotypes. Are stereotypes barriers for consumption ? Or are they not the biggest concern anymore, because other barriers arise ? Through this paper, we will suggest new ideas about these different elements and see how they can interact with each other. |
Note de contenu : |
PGE: Bibliogr.P. 28-32 |
Programme : |
PGE-Rouen |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497672 |