Communicating Sustainability for the Green Economy

Routledge, 28 ene 2015 - 320 páginas
With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

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Foreword Diane M Martin
Introduction to the Psychology of Communicating Sustainability
WhatIt Means
IsPerception as Good as Reality?
Product EndofLife Decisions
Part II Determinants of Sustainable Consumption Religionand Religiositys Influence onSustainable Consumption
Sustainable Behavior and Holistic Thinking
Marketing Xiaojing Yang Melissa G Bublitz KaiYu Wang and Laura
DotProgram and ItsCommunications
Applications of Environmental Sustainability
Oregons Iconic Bottle Bill Ethan Moskowitz and Lynn R Kahle
About the Editors and Contributors
Author Index


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