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Green Marketing und Konsumentenverhalten. Erfolgs- und Kontingenzfaktoren by Bergmann, Kerstin

Green Marketing und Konsumentenverhalten. Erfolgs- und Kontingenzfaktoren

by Kerstin Bergmann
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Book cover type: Paperback
  • ISBN13: 9783346747372
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 52
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 82 grams
  • BISAC Subject(s): Marketing / General

Bachelorarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Martin-Luther-Universität Halle-Wittenberg (Juristische und Wirtschaftswissenschaftliche Fakultät), Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Die vorliegende Bachelorarbeit untersucht das widersprüchliche Verhalten der Konsumenten umweltfreundlicher Produkte im Rahmen der Theorie des geplanten Verhaltens. Basierend auf der Erkenntnis, dass viele Konsumenten zwar eine umweltfreundliche Einstellung haben, diese jedoch nicht ausreicht, um tatsächlich umweltfreundliche Produkte zu konsumieren, werden weitere mögliche Einflüsse des umweltverträglichen Konsumentenverhaltens untersucht. Mittels einer Literaturanalyse werden Hindernisse untersucht, die die Konsumenten vom Kauf umweltfreundlicher Produktalternativen abhalten. Besonders die spezifische Einstellung, die subjektive Norm, das Preis-Leistungs-Verhältnis, die Produktverfügbarkeit und die Selbstwirksamkeit scheinen einen gro en Einfluss auf die Absicht der Konsumenten auszuüben. Zudem wird der Moderator Konsumentenvertrauen identifiziert, welcher möglicherweise entscheidend ist, um die Wahrscheinlichkeit der Umsetzung der Konsumentenabsicht zu erhöhen. Als wichtigste Determinante des Konsumentenvertrauens wird die Markenauthentizität identifiziert und als neuer Aspekt des Konsumentenvertrauens in das Untersuchungsmodell aufgenommen. Dieses Modell wird verwendet, um durch eine abschlie ende Identifikation interner Erfolgsfaktoren gezielte Handlungsempfehlungen für Unternehmen abzuleiten, um den Konsum umweltfreundlicher Produkte zu fördern. Besonders die Markenauthentizität liefert dabei entscheidende Ansatzpunkte für Gestaltungsmöglichkeiten geeigneter Kommunikationsma nahen des Green Marketing. Die zusätzlich untersuchten Kontingenzfaktoren tragen dazu bei, geeignete Rahmenbedingungen für künftige empirische Forschung bez. des Untersuchungsmodells festzulegen.

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