ONLINE AND OFFLINE COMMUNICATION IN WASTE SORTING
ONLINE AND OFFLINE COMMUNICATION IN WASTE SORTING
Author(s): Roman Kozel, Anežka Podlasová, Petr ŠikýřSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication; EKO-KOM; Generation Alpha; Generation Y; Generation Z; Offline Communication; Online Communication; Waste Sorting;
Summary/Abstract: The article presents marketing communication tools used in the area of waste management, specifically the marketing communication of EKO-KOM, which is the only, authorized packaging company in the Czech Republic. The main long-term goal of their marketing communication is changing the attitude and behaviour of Czech people regarding handling of waste. The EKO-KOM uses both online as well as offline communication tools and combines them so to get the best reach across all target groups. The aim of this article is to introduce these communication tools and determine to which extend they have been influencing the environmental behaviour of Czech inhabitants. And that is precisely why the authors have mainly focused on finding the advantages the online and offline communication tools bring to all desired target groups. Target groups of EKOKOM communication include all age categories. However, greater attention is paid to the age categories belonging to the Alfa, Y and Z generations. According to the authors, the age category up to 18 years seems to be important in influencing the attitudes and behaviour of older generations in the area of waste management.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 128-142
- Page Count: 15
- Language: English