Communicating Sustainability for the Green Economy

Nonfiction, Social & Cultural Studies, Political Science, Government, Communism & Socialism, Business & Finance
Cover of the book Communicating Sustainability for the Green Economy by Lynn R Kahle, Eda Gurel-Atay, Taylor and Francis
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Author: Lynn R Kahle, Eda Gurel-Atay ISBN: 9781317474012
Publisher: Taylor and Francis Publication: January 28, 2015
Imprint: Routledge Language: English
Author: Lynn R Kahle, Eda Gurel-Atay
ISBN: 9781317474012
Publisher: Taylor and Francis
Publication: January 28, 2015
Imprint: Routledge
Language: English

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.

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