Green storytelling marketing: Influencing consumer purchase decision through environmental consciousness

Kód výsledku v 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>

Výsledek na webu

<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

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Jazyk výsledku

angličtina

Název v původním jazyce

Green storytelling marketing: Influencing consumer purchase decision through environmental consciousness

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Green storytelling marketing: Influencing consumer purchase decision through environmental consciousness

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Jurnal Komunikasi Profesional [online]

ISSN

2579-9371

e-ISSN

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Svazek periodika

6

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

ID - Indonéská republika

Počet stran výsledku

17

Strana od-do

39-55

Kód UT WoS článku

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EID výsledku v databázi Scopus

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