Green storytelling marketing: Influencing consumer purchase decision through environmental consciousness

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F22%3A10453861" target="_blank" >RIV/00216208:11230/22:10453861 - isvavai.cz</a>

Result on the web

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=9NoJab-aAf" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=9NoJab-aAf</a>

DOI - Digital Object Identifier

—

Result language

angličtina

Original language name

Green storytelling marketing: Influencing consumer purchase decision through environmental consciousness

Original language description

This research is useful for the development of marketing communication science. In addition to academic benefits, this research also plays a role in strengthening the green marketing industry which emphasizes environmental sustainability in its marketing activities. This research uses a quantitative method for followers of the Instagram account @Sustaination (N=338). Participants are account followers who have purchased composter products and carried out composting activities. The results show that green storytelling marketing activities can have a direct influence on purchasing decisions for composter products. In addition, the influence of green storytelling marketing can also effect on purchase decision through environmental consciousness. This is because green storytelling marketing can affect the affective, cognitive, and dispositional dimensions of environmental consciousness. In green storytelling marketing, there is information and knowledge conveyed through the stories displayed. This can then help influence the active dimension in which there is an element of purchasing green products. This is the reason green storytelling marketing through environmental consciousness can influence the purchase decision of composter products.

Czech name

—

Czech description

—

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

—

OECD FORD branch

50802 - Media and socio-cultural communication

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Jurnal Komunikasi Profesional [online]

ISSN

2579-9371

e-ISSN

—

Volume of the periodical

6

Issue of the periodical within the volume

1

Country of publishing house

ID - INDONESIA

Number of pages

17

Pages from-to

39-55

UT code for WoS article

—

EID of the result in the Scopus database

—