Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Margareta Nadanyiova,Lubica Gajanova,Jana Majerova

doi:10.3390/su12177118

Abstract

Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.

Highlights

The primary economic goal of the company can be defined as the creation of value and its maximization, including profit maximization [1]
In order to find out the perception of green marketing as a part of the socially responsible brand’s communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers
The last part dealt with the perception of green marketing as a part of the socially responsible brand’s communication

Summary

Introduction

The primary economic goal of the company can be defined as the creation of value and its maximization, including profit maximization [1]. Green marketing as a concept based on corporate social responsibility represents an environmentally oriented and responsible marketing approach, the application of which is constantly gaining momentum in almost all developed and developing countries [2,3,4]. It is an important subject of academic research, the essence of which lies in the effort to address the social dimension of marketing in terms of drawing on environmental resources, the social and environmental impact of current marketing, and greening various aspects of traditional marketing. It is one of the new forms of marketing that can play a very important role in providing opportunities for the well-being of society [5,6,7,8]

Objectives

Methods

Results

Discussion

Conclusion