Offer characteristics determining perceived usefulness of environmental communication
Paper i proceeding, 2012

A survey sent to the CEOs of very small environmentally oriented Swedish firms indicates that environmental policy support and cost saving eco-efficiency can be predictors of the perceived marketing benefits of communicating to customers credible claims of low environmental impact. High levels of environmental policy support are positively associated with the perceived usefulness of credible claims, but high levels of cost saving eco-efficiency show a negative association with the perceived usefulness of credible claims of low environmental impact.

green marketing

environmental marketing

eco-branding

green communication

Författare

Marcus Linder

Chalmers, Teknikens ekonomi och organisation, Innovation and R&D Management

Proceedings of Sustainable Innovation 2012

Drivkrafter

Hållbar utveckling

Innovation och entreprenörskap

Ämneskategorier

Företagsekonomi