Green marketing today – a mix of trust, consumer participation and life cycle thinking

Lewandowska, A.; Witczak, J.; Kurczewski, P.

doi:10.1515/manment-2017-0003

Artykuł - szczegóły

Tytuł artykułu

Green marketing today – a mix of trust, consumer participation and life cycle thinking

Autorzy

Lewandowska A. , Witczak J. , Kurczewski P.

Treść / Zawartość

Pełne teksty:

mn2017_2_lewandowska_green_marketing.pdf

Pobierz

Identyfikatory

DOI

10.1515/manment-2017-0003

Warianty tytułu

Green marketing dzisiaj – połączenie zaufania, zaangażowania konsumenta i myślenia kategoriami cyklu życia

Języki publikacji

Abstrakty

A transition for a green, circular economy has encouraged companies to use new tools which boost sustainability. The purpose of this article is to discuss the consideration of life cycle thinking in green marketing as realized by companies. This theoretical-conceptual study aims to analyze life cycle assessment (LCA) as a useful tool for assessing green marketing goals. We also intend to highlight the importance of creating consumer trust for green business by displaying the green credentials of the products and activities. The article presents t he virtues and shortcomings of the LCA results relative to marketing management. As a result, the literature presents some gaps in terms of addressing life cycle thinking in marketing management and linking with consumer participation and trust.

Zwrot w stronę zielonej, cyrkularnej gospodarki powoduje, że przedsiębiorstwa coraz częściej wykorzystują nowe narzędzia dla osiągnięcia celów zrównoważonego rozwoju Celem niniejszego artykułu jest pokazanie możliwości i korzyści z włączenia podejścia life cycle thinking (myślenia kategoriami cyklu życia) w działalności firm w obszarze green marketingu. Praca stanowi zbiór teoretycznych oraz koncepcyjnych rozważań związanych ze środowiskową oceną cyklu życia (LCA) jako użytecznego narzędzia sprzyjającego osiągnięciu celów zielonego marketingu. W artykule podkreślono znaczenie kreowania zaufania konsumentów do zielonego biznesu poprzez potwierdzenie ekologiczności wytwarzanych produktów oraz prowadzonej działalności. Opisano również zalety oraz wady wyników badań LCA w aspekcie możliwości ich wykorzystania w zarządzaniu marketingowym, jak również podkreślono brak ich wykorzystania w budowaniu zaufania oraz zaangażowania konsumentów.

Słowa kluczowe

green marketing environmental communication LCA life cycle assessment (LCA)

zielony marketing komunikacja środowiskowa LCA środowiskowa ocena cyklu życia

Wydawca

University of Zielona Góra, Faculty of Economics and Management

Czasopismo

Management

Rocznik

2017

Tom

Vol. 21, no. 2

Strony

34--54

Opis fizyczny

Bibliogr. 60 poz.

Twórcy

autor

Lewandowska A.

Poznan University of Economics and Business, Faculty of Commodity Science

autor

Witczak J.

Poznan University of Economics and Business, Faculty of Commodity Science

autor

Kurczewski P.

Poznan University of Technology, Faculty of Machines and Transport

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Uwagi

Różna numeracja stron w wersji drukowanej i elektronicznej czasopisma.

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).

Typ dokumentu

Bibliografia

Identyfikator YADDA

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