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- Title
Global Warming: Better Selling Environmentally-Responsible Behaviors through Effective Marketing Techniques.
- Authors
Duncan, Marc E.
- Abstract
Despite scientific consensus on climate change/global warming and intergovernmental assessments of Earth's apparent peril and predictions for the fate of humanity, at least 40 percent of US citizens remain skeptical with 54 percent believing it will have no effect on them. How can we tailor our communications more effectively to engage populations in ways that will lead to the required levels of necessary mitigation? Relying on past research around message framing in conjunction with some simple marketing principles, this article encourages rethinking common strategic messaging tactics, including: 1) selecting one name to use for the phenomenon, 2) avoiding fear and moralbased messages around future impacts as means to motivate action, 3) greater attention to constructing frames that encourage environmentally-responsible behaviors and perspectives with broader individual and group appeal, regardless of one's belief in climate change, and 4) applying some fundamental marketing tools that can help in crafting sustainability marketing plans that have increased communication efficacy.
- Subjects
GLOBAL warming; MARKETING; MARKETING planning; GEOGRAPHIC names
- Publication
International Journal of Environmental Sustainability, 2022, Vol 18, Issue 2, p89
- ISSN
2325-1077
- Publication type
Article
- DOI
10.18848/2325-1077/CGP/v18i02/89-104