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Strategies for Implementing Advertis...

Castle, Ashley Deal.

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Strategies for Implementing Advertisements in the Green Industry.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Strategies for Implementing Advertisements in the Green Industry./
作者:	Castle, Ashley Deal.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	168 p.
附註:	Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.
Contained By:	Dissertation Abstracts International79-05A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10690514
ISBN:	9780355471397

Strategies for Implementing Advertisements in the Green Industry.
Castle, Ashley Deal.

Strategies for Implementing Advertisements in the Green Industry. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 168 p.

Source: Dissertation Abstracts International, Volume: 79-05(E), Section: A.

Thesis (D.B.A.)--Walden University, 2017.

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected business leaders with experience in advertising green products were supplemented with a review of documentation. Yin's 5-step analysis guided the coding process of participants' responses, and member checking was used to validate the transcribed data. The major themes of the study revealed strategies used in green advertising. The themes that emerged from the research include usage of social media, understanding behaviors of green consumers, and expectations of the emerging millennial generation. The implication for positive social change is the potential for increased environmental awareness that could positively affect the environment and improve effectiveness for companies that sell green products.

ISBN: 9780355471397Subjects--Topical Terms:

536353
Marketing.

Strategies for Implementing Advertisements in the Green Industry.
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