publication . Other literature type . 2017

Managing consumer disengagement through green advertising strategies

Loh, E-Jian;
Open Access English
  • Published: 16 Feb 2017
Abstract
A discord is apparent between consumers’ concerns and their actual green behaviour – a surfacing issue that has obstructed effective green messages by advertisers. Four distinct consumer disengagement issues, including consumer backlash, environmental exhaustion, motivational challenges and social pressures were identified. This thesis explored cultural discourses surrounding green marketing and proposes green advertising strategies that address consumer disengagement. Using the Grounded Theory approach to develop a framework for green advertising, a mixed qualitative method that analyses archival data and case study is employed. The examination of both archival...
Subjects
free text keywords: Uncategorized, thematic analysis, 1959.1/931886, thesis(doctorate), content analysis, green marketing, case study, monash:120817, green advertising, 2014, restricted access, ethesis-20140515-124328
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Other literature type . 2017
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http://dx.doi.org/10.4225/03/5...
Other literature type . 2017
Provider: Datacite
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publication . Other literature type . 2017

Managing consumer disengagement through green advertising strategies

Loh, E-Jian;