Rohelise turunduse strateegia Rohelise Trükise näitel
| Autor: | Pedanik, Rasmus |
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| Přispěvatelé: | Kiisel, Maie, juhendaja, Tartu Ülikool. Sotsiaalteaduskond, Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni osakond |
| Rok vydání: | 2007 |
| Předmět: | |
| Popis: | The purpose of the Bachelor thesis "The Strategy of Green Marketing on an example of Green Publication" was to examine the attitude of the clients of AS Triip to the green publications they had received. Marketing communication is one of the most visible economic outputs in the consumer society. The green marketing communication is distinguished from the regular marketing communication by two sub purposes that are, firstly, educating the consumers in the areas of environment and, secondly, increasing the integrity of the product and organisation. In Estonia the green marketing is in an early development stage and the market for green products is underdeveloped. The topic of the research is current, because being environmentally aware is becoming a trend and people are more and more knowledgeable about the environmental issues. In a post-modern society the consumers have a critical attitude towards the green communication and thus further research is needed on how to ensure the trustworthiness of the green products. Donald A. Fuller's, a leading author in the area of green marketing, approach to green marketing communication was chosen as a theoretical basis for the thesis. Fuller (1999) has outlined the basics of the successful green marketing communication in his book "Sustainable Marketing. Managerial – Ecological Issues". The thesis studied to what extent and how well the green publications issued by AS Triip comply with principles outlined by Fuller and whether it is possible to improve the communication on the basis of Fuller's insights. The theoretical chapter discussed also the basics of green marketing – the concept of sustainable development and ecological economics. The theoretical part also covered the philosophy of green marketing that ensures credibility in green marketing communication and discussed the research undertaken in the past on the attitude of the Estonian companies to green marketing (Liina Karo, Silvia Kübar, Jürg Samel). The research chapter discusses the attitudes of AS Triip clients' towards environment. The interviews conducted also show the attitudes of Estonian companies towards environment and social responsibility and what the motives for purchasing the green publications are. The interviews also show what are the green publications' environmental strengths and the attitudes of AS Triip clients to green publications and environmental organisations. The results of research show that the primary motives for purchasing green publications are values and ideas and the benefits to the image of the organisation. The interviewees assessed the reputation of AS Triip to be good and the products reliable from the point of view of the environment. The devotion to environmental approach and lengthy experience of AS Triip were seen as guarantors of the good reputation. The support to Estonian Nature Fund was seen as giving additional value, but was not seen as vital. The most important environmental strengths were perceived to be the use of recycled paper and natural colours, i.e. the characteristics of the product. The importance of organisational culture was also stressed. The interviewees agreed that more extensive and specific information on product's environmentally friendliness would help them decide in favour of purchasing green publications and demonstrate better the reasons to choose green publications. http://www.ester.ee/record=b3754682*est |
| Databáze: | OpenAIRE |
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