Advertisement

To Be or Not to Be (Green)

Does Communication Experts’ Environmental Sensitivity Affect their Marketing Communication Plans?
  • Ebru Belkıs GüzeloğluEmail author
  • Elif Üstündağlı Erten
Living reference work entry

Abstract

The rise of environmental sensitivity stands out as one of the most thriving trends of the twenty-first century that has gradually been reflected in marketing communication strategies. In this research, we aim to find out to what extent and how communication experts reflect their environmental sensitivity to the marketing communication strategies they develop. By purposive sampling, we choose senior communication students as the unit of analysis since they represent the forthcoming communication experts. Using a mixed-method approach, we follow a three-stage data collection procedure: In order to evaluate environmental sensitivity at an individual level, we first carry on a survey based on the New Environmental Paradigm (NEP) scale. In the second stage, we ask participants to develop a green marketing communication plan for a brand that they choose. After analyzing the survey results statistically and the communication plans with content analysis, we move on to the last and the final stage in which we did in-depth interviews with representative participants from the first two stages in order to go in deeper in our discussion. We discuss our results on the basis of the similarities and differences between the strategies and the ideological preferences reflected in communication plans and interpret how ideology and practices rather converge or diverge from each other. Finally, it is found that there is significant convergence between experts’ green ideologies and the communication strategies that they planned which reflects one of innovator, investor, and propagator roles and characteristics.

Keywords

Marketing communication Green Ideology Communication experts New Environmental Paradigm (NEP) 

References

  1. Aidt, T. S. (1998). Political internalization of economic externalities and environmental policy. Journal of Public Economics, 69(1), 1–16.CrossRefGoogle Scholar
  2. Alnıaçık, Ü. (2009). Tüketicilerin çevreye duyarlılığı ve reklamlardaki çevreci iddialar. Kocaeli Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(2), 48–79.Google Scholar
  3. Benoit-Moreau, F., & Parguel, B. (2011). Building brand equity with environmental communication: An empirical investigation in France. EuroMed Journal of Business, 6(1), 100–116.CrossRefGoogle Scholar
  4. Bodur, M., & Sarigöllü, E. (2005). Environmental sensitivity in a developing country: Consumer classification and implications. Environment and Behavior, 37(4), 487–510.CrossRefGoogle Scholar
  5. Button, K. J., & Pearce, D. W. (1989). Improving the urban environment: How to adjust national and local government policy for sustainable urban growth. Progress in Planning, 32, 135–184.CrossRefGoogle Scholar
  6. Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39–48.CrossRefGoogle Scholar
  7. Chamorro, A., Rubio, S., & Miranda, F. J. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(4), 223–239.CrossRefGoogle Scholar
  8. Chang, C. T., Lee, Y. K., Chen, T. T., & Wu, S. M. (2011). Are guilt appeals good in green marketing? The moderating roles of issue proximity and environmental involvement. ACR European Advances in Consumer Research, 9, 449–451.Google Scholar
  9. Cinioğlu, H., Atay, L., & Korkmaz, H. (2016). Önlisans Öğrencilerinin Yeşil Reklama İlişkin Algılarının Belirlenmesine Yönelik bir Araştırma. Yaşar Üniversitesi Dergisi, 43(11), 198–210.Google Scholar
  10. Cone Communications Corporate Social Return Trend Tracker. (2012). http://www.conecomm.com/research-blog/2012-cone-communications-corporate-social-return-trend-tracker. Accessed 17 Feb 2016.
  11. Cone Communications/Ebiquity Global CSR Study. (2015). http://www.conecomm.com/2015-cone-communications-ebiquity-global-csr-study-pdf/. Accessed 17 Feb 2016.
  12. Delmas, M. A., & Burbano, V. (2011). The drivers of green washing. California Management Review, 54(1), 64–87.CrossRefGoogle Scholar
  13. Disparte, D. A., & Gentry, T. H. (2015). Corporate activism is on the rise. https://intpolicydigest.org/2015/07/06/corporate-activism-is-on-the-rise/. Accessed 21 Sept 2015.
  14. Dodd, M.D. (2016). Corporate activism: The new challenge for an age-old question. http://www.instituteforpr.org/corporate-activism-new-challenge-age-old-question/. Accessed 28 Apr 2016.
  15. Dunlap, R. E. (1998). Lay perceptions of global risk: Public views of global warming in cross-national context. International Sociology, 13(4), 473–498.CrossRefGoogle Scholar
  16. Dunlap, R. E. (2008). The new environmental paradigm scale: From marginality to worldwide use. The Journal of Environmental Education, 40(1), 3–18.CrossRefGoogle Scholar
  17. Ertuğrul, F. (2008). Paydaş Teorisi ve İşletmelerin Paydaşları İle İlişkilerinin Yönetimi. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı, 31, 199–223.Google Scholar
  18. Freeman, R. E., Pierce, J., & Dodd, R. (1998). Shades of green: Business, ethics, and the environment. In L. Westra & P. H. Werhane (Eds.), The business of consumption: Environmental ethics and the global economy (pp. 339–354). Maryland: Rowman and Littlefield Publishers.Google Scholar
  19. Freeman, R.E., York J. G., & Stewart, L. (2008). Environment, ethics, and business. Business Roundtable Institute for Corporate Ethics. http://www.corporate-ethics.org/pdf/environment_ethics.pdf. Accessed 5 July 2017.
  20. Garriga, E., & Mele, D. (2004). Corporate social responsibility theories: Mapping the territory. Journal of Business Ethics, 53, 51–71.CrossRefGoogle Scholar
  21. Gilbert, A. J. (2007). The value of green marketing education at the University of Wisconsin-La Crosse. UW-L Journal of Undergraduate Research, X, 1–16.Google Scholar
  22. Grant, J. (2007). Green is a principle, not a proposition: A review of the green marketing manifesto. Chichester: Wiley.Google Scholar
  23. Heijungs, R., Guinée, J. B., Huppes, G., Lankreijer, R. M., Udo de Haes, H. A., & Sleeswijk, W.(1992). Environmental life cycle assessment of products: Guide and backgrounds (Part 1), https://openaccess.leidenuniv.nl/bitstream/handle/1887/8061/11_500_018.pdf?sequence=1. Accessed 14 May 2017.
  24. Hussain, S. S. (1999). The ethics of ‘going green’: The corporate social responsibility debate. Business Strategy and the Environment, 8, 203–210.CrossRefGoogle Scholar
  25. Jurin, R. R., Roush, D., & Danter, K. J. (2010). Environmental communication: Skills and principles for natural resource managers, scientist and engineers. New York: Springer.Google Scholar
  26. Kardeş, İ. (2011). Markaların Çevre Dostu Uygulamalarının Tüketicinin Marka Tercihi Üzerindeki Etkisi. Ege Akademik Bakış Dergisi, 11(1), 165–177.Google Scholar
  27. King, B., & McDonnell, M. H. (2012). Good firms, good targets: The relationship between corporate social responsibility, reputation, and activist targeting. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2079227. Accessed 20 May 2016.
  28. Koçarslan, H. (2015). İşletmelerin Sosyal Sorumluluk Bilincinde Çevre Duyarlılığının Yeşil Pazarlama Üzerine Etkileri. Kilis 7 Aralık Üniversitesi Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi, Kilis. sbe.kilis.edu.tr/dosyalar/tezler/Hüseyin%20KOÇARSLAN.pdf. Accessed 20 May 2016.
  29. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. Wiley, New Jersey.Google Scholar
  30. Lockie, S., Lyons, K., Lawrence, G., & Mummery, K. (2002). Eating ‘Green’: Motivations behind organic food consumption in Australia. SociologiaRuralis, 42(1), 23–40.Google Scholar
  31. McDonnell, M. H., King, B. G., & Soule, S. A. (2015). A dynamic process model of private politics: Activist targeting and corporate receptivity to social challenges. American Sociological Review, 80(3), 654–678.CrossRefGoogle Scholar
  32. Meisner M. (2015). Environmental communication: What it is and why it matters, one-planet talking point, The International Environmental Communication Association (IECA), https://theieca.org/sites/default/files/optp/%20OPTP%231-EC_What_and_Why.pdf. Accessed 8 Mar 2017.
  33. Menon, A., Menon, A., Chowdhury, J., & Jankovich, J. (1999). Evolving paradigm for environmental sensitivity in marketing programs: A synthesis of theory and practice. Journal of Marketing Theory and Practice.  https://doi.org/10.1080/10696679.1999.11501825.
  34. Neagu, O. (2011). Influencing the environmental behavior through the green marketing. The case of Romania, Paper presented at the 2011 International Conference on Financial Management and Economics, Hong Kong China.Google Scholar
  35. Ottman, J., & Mallen, D.G. (2014). Five green marketing strategies to earn consumer trust. Green Biz. http://www.greenbiz.com/blog/2014/01/14/five-strategies-avoid-taint-greenwash-your-business>. Accessed 10 May 2015.
  36. Özdemir, E. K., & Topsümer, F. (2016). Kurumsal itibar yaratma sürecinde yeşil olgusu sosyal sorumluluk mu? Yeşil aklama mı? Volkswagen “think blue” kampanyasi. In A. Göztaş (Ed.), İletişimde Serbest Yazılar. Konya: Literatürk Academia.Google Scholar
  37. Özkaya, B. (2010). İşletmelerin sosyal sorumluluk anlayışının uzantısı olarak yeşil pazarlama bağlamında yeşil reklamlar. Öneri Dergisi, 9(34), 247–258.Google Scholar
  38. Palekhova, L., Ramanauskiene, J., & Tamuliene, V. (2015). Methods to stimulate sustainable consumption in the system of promotion products in industrial markets. Management Theory and Studies for Rural Business and Infrastructure Development 37(2):264–274Google Scholar
  39. Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370.CrossRefGoogle Scholar
  40. Polonsky, M. J. (1994). Green marketing regulation in the US and Australia: The Australian checklist. Greener Management International, 5(1), 44–53.Google Scholar
  41. Polonsky, M. J. (1995). A stakeholder theory approach to designing environmental marketing strategy. Journal of Business and Industrial Marketing, 10(3), 29–46.CrossRefGoogle Scholar
  42. Polonsky, M. J. (2001). Green marketing. In M. Charter & U. Tischner (Eds.), Sustainable solutions (pp. 283–301). Eastbourne: Greenleaf Publishing Ltd.Google Scholar
  43. Polonsky, M. J. (2005). Green marketing. In R. Staib (Ed.), Environmental management and decision making for business (pp. 124–135). USA: Palgrave Macmillan.CrossRefGoogle Scholar
  44. Polonsky, M. J., & Rosenberger, P. J. (2001). Reevaluating green marketing: A strategic approach. Business Horizons, 44(5), 21–30.CrossRefGoogle Scholar
  45. Prakash, A. (2002). Green marketing, public policy and managerial strategies. Business Strategy and the Environment, 11(5), 285–297.CrossRefGoogle Scholar
  46. Schuhwerk, M. E., & Lefkoff-Hagius, R. (1995). Green or non-green? Does type of appeal matter when advertising a green product? Journal of Advertising, 24(2), 45–54.CrossRefGoogle Scholar
  47. Stanković, J., & Strižak, M. (2015). The Danube region protection–challenges for green marketing and corporate social responsibility in Serbia. Journal of Danubian Studies and Research, 5(1), 7–18.Google Scholar
  48. Steinmann, H. (2008). Towards a conceptual framework for corporate ethics: Problems of justification and implementation. Society and Business Review, 3(2), 133–148.CrossRefGoogle Scholar
  49. Talpos, M. F., & Meltzer, M. (2013). The internet and its potential for an efficient environmental communication. Journal of Environmental Research and Protection, 37, 28–36.Google Scholar
  50. Tuxworth, B. (1996). From environment to sustainability: Surveys and analysis of local agenda 21 process development in UK local authorities. Local Environment, 1(3), 277–297.CrossRefGoogle Scholar
  51. Van de Ven, B. (2008). An ethical framework for the marketing of corporate social responsibility. Journal of Business Ethics, 82(2), 339–352.CrossRefGoogle Scholar
  52. Yılmaz, V., Çelik, E., & Yağızer, C. (2009). Çevresel duyarlılık ve çevresel davranışın ekolojik ürün satın alma davranışına etkilerinin yapısal eşitlik modeliyle araştırılması. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 9(2), 1–14.Google Scholar
  53. Banerjee, S. B. (2002). Corporate environmentalism: the construct and its measurement. Journal of Business Research 55(3):177–191Google Scholar
  54. Banerjee, S. B. Iyer, E. S., & Kashyap, R. K. (2003). Corporate Environmentalism: Antecedents and Influence of Industry Type. Journal of Marketing 67(2):106–122Google Scholar
  55. Erdem, T., & Swait, J. (1998). Brand Equity as a Signaling Phenomenon. Journal of Consumer Psychology 7(2):131-157Google Scholar

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  • Ebru Belkıs Güzeloğlu
    • 1
    Email author
  • Elif Üstündağlı Erten
    • 2
  1. 1.Faculty of Communication, Department of Public Relations and PublicityEge UniversityİzmirTurkey
  2. 2.Faculty of Economics and Administrative Sciences, Department of Business AdministrationEge UniversityİzmirTurkey

Personalised recommendations