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Offer characteristics determining perceived usefulness of environmental communication

Marcus Linder (Institutionen för teknikens ekonomi och organisation, Innovationsteknik)
Proceedings of Sustainable Innovation 2012 (2012)
[Konferensbidrag, refereegranskat]

A survey sent to the CEOs of very small environmentally oriented Swedish firms indicates that environmental policy support and cost saving eco-efficiency can be predictors of the perceived marketing benefits of communicating to customers credible claims of low environmental impact. High levels of environmental policy support are positively associated with the perceived usefulness of credible claims, but high levels of cost saving eco-efficiency show a negative association with the perceived usefulness of credible claims of low environmental impact.

Nyckelord: green communication, green marketing, environmental marketing, eco-branding



Denna post skapades 2012-09-10.
CPL Pubid: 163104

 

Institutioner (Chalmers)

Institutionen för teknikens ekonomi och organisation, Innovationsteknik (2005-2016)

Ämnesområden

Hållbar utveckling
Innovation och entreprenörskap (nyttiggörande)
Företagsekonomi

Chalmers infrastruktur