Communicating Sustainability for the Green EconomyWith 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. |
Contents
IsPerception as Good as Reality? | |
Product EndofLife Decisions | |
Part II Determinants of Sustainable Consumption Religionand Religiositys Influence onSustainable Consumption | |
Sustainable Behavior and Holistic Thinking | |
7 | |
12 | |
Marketing Xiaojing Yang Melissa G Bublitz KaiYu Wang and Laura | |
DotProgram and ItsCommunications | |
Applications of Environmental Sustainability | |
14 | |
Oregons Iconic Bottle Bill Ethan Moskowitz and Lynn R Kahle | |
About the Editors and Contributors | |
Other editions - View all
Communicating Sustainability for the Green Economy Lynn R. Kahle,Eda Gurel-Atay Limited preview - 2013 |
Communicating Sustainability for the Green Economy Lynn R. Kahle,Eda Gurel-Atay No preview available - 2014 |
Common terms and phrases
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