Pregled bibliografske jedinice broj: 1282487
How can anti-consumption be effectively communicated?
How can anti-consumption be effectively communicated? // The 30th edition of International Public Relations Research Symposium, BledCom
Bled, Slovenija, 2023. str. 1-27 (ostalo, nije recenziran, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 1282487 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
How can anti-consumption be effectively
communicated?
Autori
Lučić, Andrea ; Uzelac, Marija
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Skup
The 30th edition of International Public Relations Research Symposium, BledCom
Mjesto i datum
Bled, Slovenija, 30.06.2023. - 01.07.2023
Vrsta sudjelovanja
Ostalo
Vrsta recenzije
Nije recenziran
Ključne riječi
anti-consumption, sustainability, marketing communication, communication appeals
Sažetak
Purpose – The study aims to analyse the effective path of positioning the anti-consumption in consumer perception through different communication appeals considering both commercial and social marketing efforts in the global context. The purpose of the study is to recommend communication guidelines to empower anti- consumption among different industries. Design/methodology/approach – The study conducted a qualitative content analysis that brings a comprehensive overview of marketing communication focused on the promotion of anti-consumption among consumers. Findings – The results bring a comprehensive overview of the recommendation for developing effective marketing communication for promoting anti-consumption in the context of communication appeals per industry. Also, the results prove that anti-consumption appeals are possible to implement in marketing communication. Practical and social implications – The presented recommendations can serve both for-profit and non- profit organization as a showcase to discover the idea of anti-consumption as communication appeals. Through efficient strategies, organizations could create an image of a socially responsible company. On the other hand, by empowering anti-consumption, consumers could reach personal welfare and participate in overall social equilibrium. Finally, the paper brings recommendations for further research in the context of the evaluation of the implemented strategies Originality/value – Previous research lacks a comprehensive analysis of existing anti- consumption marketing communication strategies and appeals. Therefore, the study brings an overview of efficient marketing communication strategies for empowering anti-consumption among modern consumers. The study presents a very valuable, upcoming, and relevant topic that the market yet has not discovered.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Projekti:
UIP-2019-04-3580 - Osnaživanje financijske sposobnosti mladih potrošača kroz programe edukacija i bihevioralne intervencije (EfFICAcY) (Lučić, Andrea, HRZZ - 2019-04) ( CroRIS)