Challenges of sustainable behavior and possible solutions to overcome barriers through marketing and communication.
Date Issued
June 15, 2020
Type
Πτυχιακή Εργασία
Abstract
The modern way of life and the environmental issues arising from human activities
and habits in the 21st century, highlight the need for new ways of doing business and
promoting products. This thesis, after the analysis of two articles by Vinod Kumara,
Zillur Rahmanb, AA Kazmic and Praveen Goyald entitled Evolution of sustainability
as marketing strategy: Beginning of new era and Katherine White, Rishad Habib, and
David J. Hardisty entitled How to SHIFT Consumer Behaviors to be More
Sustainable: A Literature Review and Guiding Framework, aims to analyze the ways
in which marketing managers around the world can make their products more
competitive at a constantly changing era with respect to the environment, but also
how the consumers themselves can acquire ecological habits through their buying
choices. In this paper, special reference is made to an innovative psychological
framework presented under the acronym SHIFT, which aims to better understand and
address the challenges that arise during the matching of the field of marketing with
the field of sustainability and environmental protection.
Subjects