Marketing Research on Environmental Sustainability
2020; Emerald Publishing Limited; Linguagem: Inglês
10.1108/s1548-643520200000017019
ISSN1944-7035
AutoresDawn Iacobucci, Marcelo Luiz Dias da Silva Gabriel, Matthew J. Schneider, Kavita Miadaira Hamza,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoThis chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.
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