Wyniki wyszukiwania - BazTech

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Promotion of environmental actions and attitudes in Polish cities

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 195

301--317

EN

Purpose: The cognitive aim of this article was to elucidate the importance of ecological marketing endeavours within urban settings for fostering city identity, as well as to accentuate the role of residents in environmental stewardship within the city. The objective of the study was to determine how cities promote pro-environmental actions and attitudes among various consumer groups. Design/methodology/approach: Primary research employed the CAWI method, utilizing a proprietary questionnaire. The study was conducted in 2022. The subjects of the study were cities in Poland. The questionnaire was distributed to all cities, and the analysis was performed on 414 returned and properly completed questionnaires. The presented results constitute a segment of the entire research. Findings: Cities clearly focus on social media and their own publications for promotion. A large part of the activities is directed at residents, especially the youngest ones. This is manifested in the organisation of festivals and events for residents of all ages. Events of various types are organised on a fairly large scale in cities (picnics, family events, city days, festivals), with environmental issues as their main theme. Encouraging ecological activity and raising awareness also occurs, albeit to a much lesser extent, through activities targeting teachers, business representatives, or employees working in municipal offices. However, what stands out is the low level of cooperation with non-profit and business entities in the area of pro-environmental activities. Research limitations/implications: The study was quantitative in nature; future research could be expanded to include qualitative studies that would more specifically pinpoint the initiatives undertaken in the city regarding the promotion of pro-environmental actions and green city marketing. Originality/value: This paper is directed at all individuals interested in environmental marketing, especially city mayors, who are responsible for promotion within cities.

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Priority target groups for environmental marketing of cities in Poland

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 168

231--246

EN

Objective: The cognitive objective of the paper is to present the target groups for the environmental marketing of cities. The research objective was to identify the priority audiences for the green marketing of cities in Poland and to indicate what activities are undertaken regarding these most important groups. Design/methodology/approach: The primary research used the CAWI method, using a proprietary questionnaire. The research was conducted in Q1 2022. The subjects surveyed were cities in Poland. The questionnaire was sent out to all cities, and 414 returned and correctly completed questionnaires were analysed. The presented results represent a section of the entire research. Findings: The interviewed stakeholders indicate that, of the many groups mentioned, residents are the key audience for green city marketing activities. Residents were divided into three groups - young residents, middle-aged residents and older residents. According to the statements, the key audiences are young residents - 95% of indications. Next are middle-aged residents with 67% of indications and older residents with 63%. The least frequently mentioned key audiences are those associated with the scientific community - 4.6% of indications and foreign tourists - 6.3% of indications. Activities undertaken to promote ecology in the city are mainly based on creating pro-environmental attitudes among the youngest groups of residents. Research limitations/implications: The research was quantitative research, in the future the research could be extended to include qualitative research that would indicate the motives for selecting specific groups for urban green marketing activities. Practical implications: The results of the survey indicate that cities mainly focus on promoting environmental activities among their inhabitants. However, cities in most cases do not carry out surveys of their citizens about their environmental needs. It is worth considering conducting such a survey among residents in order to identify expectations and the most pressing issues. Originality/value: The research is aimed at all those interested in the subject of environmental marketing and in particular the target groups targeted by green city marketing activities.

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Ecology in marketing of the city and attachment of residents - based on selected city

Koszembar-Wiklik Małgorzata

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2022

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z. 156

259--276

EN

Purpose: The cognitive article purpose was to indicate significance of pro-ecological actions in a city for creation of a city attachment. The research purpose was to define a significance and perception of ecology in a city among different inhabitant groups. Design/methodology/approach: The inquiry sounding method was applied for this research, using a direct or internet questionnaire sent by e-mail, carried out among Sosnowiec city inhabitants. The sample was selected non-random and purposeful. The research was attended by all the people registered in the city, in the age from 18 to 86 years, divided to 5 age-groups. Findings: Majority of respondents declare that the pro-ecological city image is important for them, but they rarely look by themselves for information about ecological actions taken in the city. They notice best the pro-ecological city’s actions in the ecological city’s communication area. Inter-generation differences are visible in case of a city attachment declaration. Weakest city attachment is declared by a group of young people for whom also improvement of environment status has a small importance. Research limitations/implications: Research was carried among inhabitants of one city. Therefore, research conclusions can be generalized to no other interested group or city. Future research may be developed both in direction of larger city number and wider target groups: tourists, business representatives or City Council workers. Practical implications: Research results indicate that the important aspect of city marketing, the authorities should especially take into consideration, is a communication with inhabitants. Majority of respondents don’t look by themselves for information about ecological actions in a city and they cannot evaluate city authority information policy. Originality/value: Green marketing is a quite strongly explored research area in the business subject aspect, while significantly less publications relate to the city’s ecological marketing. This article includes problems relating to a city image, greens affecting its perception or issues relating to attachment to a domicile. This elaboration is directed to all the people interested in ecology problems in the city and to authorities of other cities, responsible for marketing policy, including ecology.