WHY IT IS IMPORTANT TO PROMOTE CONSUMERS’ „ECO-FRIENDLY“ BUYING BEHAVIOUR
WHY IT IS IMPORTANT TO PROMOTE CONSUMERS’ „ECO-FRIENDLY“ BUYING BEHAVIOUR
Author(s): Jarmila ŠalgovičováSubject(s): Business Economy / Management, Behaviorism, Human Ecology, Environmental interactions, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: circular economy; consumer behaviour; environmental friendliness; environmental quality; marketing communication;
Summary/Abstract: The article deals with consumer buying behaviour in accordance with the “ecofriendly” attribute. It explains the theoretical basis of consumer behaviour in economic and marketing theory and clarifies the characteristics of the ecological relationship to the environment. It answers the question of why consumers’ eco-friendly buying behaviour should be promoted. It offers solutions for shaping, building and strengthening a positive relationship with consumer social responsibility. It emphasizes the importance of applying the optimal mix of marketing communication, which is applied in the concept of the circular model of economy at the corporate level.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 735-747
- Page Count: 13
- Language: English