Consumer skepticism: Attitude – behavior gap in green marketing and the role of ecopreneurs in the market
Başlık çevirisi mevcut değil.
- Tez No: 799648
- Danışmanlar: PROF. SALVATORE RUSSO
- Tez Türü: Yüksek Lisans
- Konular: Ekonomi, İşletme, Economics, Business Administration
- Anahtar Kelimeler: Green Marketing, Ecopreneurship, Consumers' Attitude-Behavior Gap, Environmental Protection
- Yıl: 2019
- Dil: İngilizce
- Üniversite: Unıversıta Ca' Foscarı Venezıa
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
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Özet (Çeviri)
Environmental damages are the result of unconscious behaviors of humankind. Since they have started to recognize their detrimental effect on the planet, a new era has begun.“Green”idea was proposed in the early 1960s and 1970s. It was called a kind of“awakening”for consumers. This idea is integrated into many sectors, such as marketing and entrepreneurship. Green marketing refers to a holistic marketing concept which involves the production, promotion, consumption of goods and services, distribution, and other transactions with less harm to the environment. Ecopreneurship is also known as environmental entrepreneurship and refers to create the supply of natural resources, solve environmental problems, and promote sustainable development within the activities of entrepreneurship. Consumers are also able to affect the market; a green market principally can be shaped by consumers' needs, wants, and awareness. Therefore, consumers have an active role in the market, but consumers' attitudes and behaviors do not match mostly. Some factors affect their purchasing behaviors, such as price, promotions, loyalty, and advertisements. The market needs some proactive players to keep the activities alive, and they are ecopreneurs. Their motivations for doing business are not only based on making a profit; their environmental sensitivity affects the flow of greening act inside the market advantageously. In this study, consumers' attitudes and behaviors gap and the reasons for this gap will be examined, and the beneficial roles of ecopreneurs will be defined in the scope of green marketing.
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