Green Marketing Communication

被引：0

作者：

Diacikova, Anna ^{[1
]}

Dankova, Alena ^{[1
]}

机构：

[1] Catholic Univ Ruzomberok, Fac Educ, Dept Management, Ruzomberok, Slovakia

来源：

POPRAD ECONOMIC AND MANAGEMENT FORUM 2019 | 2019年

关键词：

marketing communication; green marketing; greenwashing; ecological consumer;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

New forms of marketing communication are constantly being developed, supported by the development and implementation of information and communication technologies. These new communication tools are being fulfilled by new messages, especially those with an ecological theme (green marketing). The paper deals with the positive and negative aspects of marketing communication of ecological products and services. It characterizes five categories of environmentally sensitive consumers as well as the specifics of own environmental claims of the organizations.

引用

页码：83 / 89

页数：7

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