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European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia

100%

Blumfelde-Rutka K.

nr 1

163-176

The European Green Deal is the European Union's latest expression of its ambition to become a world leader in addressing climate change (Kleinberga, 2020). Adaptation to climate change (CCh) is a key priority of the European Union (EU), exemplified by the EU's efforts to become “the first climate-neutral continent” (European Union, 2019) in the world by 2050. This article aims to analyse opportunities to increase consumer involvement in the context of waste sorting and climate change in Latvia, based on theoretical knowledge about consumer behaviour and empirical data analysis, to develop recommendations for marketing communication and consumer behaviour in the context of climate change content for waste management companies. There is a necessity to understand how to increase consumer involvement in waste-sorting due to the increasing amount of waste both in Latvia and the rest of the world. The following research methods have been used: the monographic method, secondary data analysis, the discourse analysis/coding method, the graphical method, and the qualitative method - a focus group interview. The most significant barriers that discourage consumers from sorting waste are the lack of infrastructure, the lack of information on how to sort waste properly and waste's environmental impact, as well as the complex system that allows for differences in waste-sorting between municipalities and even neighbourhoods in the same city. Recommendations were developed

Social Media Use and Adolescents’ Levels of Advertising Literacy

72%

Čábyová Ľ. , Hudáková V.

nr 2

147-163

Advertising literacy is a set of knowledge, abilities and skills enabling one to identify and comprehend advertised messages. The theoretical part of the paper brings various points of view on advertising literacy (which we comprehend to be an element of media literacy), its classification and basic levels. The aim of the paper is to identify the level of advertising literacy among adolescents. The research has been conducted on a sample of 348 youngsters aged 13 to 17 years old. The authors of the paper investigated the influence of age on advertising literacy in the process of identifying intent of advertisement on the social network Instagram utilising new formats of digital communication such as reels, stories and memes. The authors of the paper tend to admit that the age of respondents may have an influence on adolescents’ advertising literacy but to finally claim so, further research with respondents from larger age groups would have to be conducted.