-
Anglický jazyk
Impact of advertising on customers purchase interest in sustainable products
Autor: Jonathan Scholz
Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster, language: English, abstract: This paper addresses the research question of how advertising influences consumers'... Viac o knihe
Na objednávku
17.55 €
bežná cena: 19.50 €
O knihe
Seminar paper from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Münster, language: English, abstract: This paper addresses the research question of how advertising influences consumers' purchase interest in sustainable products. I contribute to literature by building a framework based on prior research which consists of advertising- and consumer-related factors. By building this framework, I provide a novel perspective of the influencing factors that need to be considered in order to successfully advertise sustainable products. I also derive managerial implications how this framework can be applied.
The paper is structured as follows. After the introduction, I define relevant terms that are important for the conceptual background of the paper. In the third chapter, I provide an overview of the existing literature on advertising sustainable products and the impact on purchase interest. Finally, I conclude with the discussion and derive implications for the management on how to make use of the framework. I also discuss potential limitations and directions for future research.
- Vydavateľstvo: GRIN Verlag
- Rok vydania: 2021
- Formát: Paperback
- Rozmer: 210 x 148 mm
- Jazyk: Anglický jazyk
- ISBN: 9783346400246
