| Titre : |
The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market |
| Type de document : |
Mémoire |
| Auteurs : |
Marie CHIRAC, Auteur |
| Année de publication : |
2020 |
| Importance : |
36 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMPORTEMENT DU CONSOMMATEUR ; MARCHE ; MARKETING ENVIRONNEMENTAL ; RESEAU SOCIAL
|
| Résumé : |
Purpose – This paper’s purpose was to understand whether highlighting a green claim in an advertising campaign on social media (i.e. Instagram) for a bottled water brand was adding any value and whether it influenced consumers’ purchasing patterns and encouraged them to adopt greener buying practices. Methodology – In order to test the hypothesis, a Qualtrics survey was made. 98 volunteers participated to the survey. The example in the questionnaire was the bottled water brand Evian Water, and compared one of its green ads (i.e. emphasizing carbon neutrality achievement) versus one of its regular marketing campaigns on Instagram. To test the significance of the differences between the groups, T-tests were conducted, and means of both groups were compared.Findings – This survey found that people who had seen the ad with the green message believed that the information in the ad would allow them to make a better purchasing decision, compared to the group who saw the regular ad. It was also demonstrated that the green ad encouraged them to be more responsible and to adopt a more sustainable purchasing behavior. Finally, it was established that some respondents would buy a product because of the environmental claims displayed in the advertisement, and that they would generally pay more for a sustainable brand of bottled water. However, the influence of Instagram on the purchases was not demonstrated, and the attitude towards the green ad was not always favorable. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529151 |
|  |
The influence of Green Marketing on Instagram on the consumer purchasing patterns in the bottled water market / 2020 
