GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW

Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by...

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Autor principal:	Mihai Stoica
Formato:	article
Lenguaje:	DE EN FR IT
Publicado:	University of Oradea 2021
Materias:	green marketing communication; marketing communication strategies; green marketing; green product; green brand Business HF5001-6182 Finance HG1-9999
Acceso en línea:	https://doaj.org/article/7aa8b3229c6a46ee82ada97ebe762738
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spelling	oai:doaj.org-article:7aa8b3229c6a46ee82ada97ebe7627382021-11-09T19:46:16ZGREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW1222-569X1582-5450https://doaj.org/article/7aa8b3229c6a46ee82ada97ebe7627382021-07-01T00:00:00Zhttp://anale.steconomiceuoradea.ro/volume/2021/n1/043.pdfhttps://doaj.org/toc/1222-569Xhttps://doaj.org/toc/1582-5450Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by the attributes of the green product or by its benefits for the environment, community and for the current and future generations of consumers. In this regard, marketing communication, as part of the green marketing strategy, faces several challenges. On the one hand, green communication has the role of educating and informing the public about the specific benefits of green products in order to determine the public to adopt a pro-ecological behavior. On the other hand, the communication approaches must respond to the exigencies of the green field, in order to avoid the social and ecological criticisms, as well as the categorizing of the organization's actions as part of the greenwashing phenomenon. Therefore, the purpose of this theoretical paper is to identify the typology of green marketing communication strategies. The paper is based on secondary data sources, namely the literature on green marketing communication, focusing on specific communication strategies. This study reviews and synthesizes 39 relevant articles related to the researched subject, which have been identified in academic databases. In literature have been identified five defining criteria for communication strategies, along with specific strategic alternatives. We note the need to continue the research in this field, in order to develop other strategic alternatives that respond to the specific problems of this market and that offer the opportunity for green brands to position themselves effectively.Mihai StoicaUniversity of Oradeaarticlegreen marketing communication; marketing communication strategies; green marketing; green product; green brandBusinessHF5001-6182FinanceHG1-9999DEENFRITAnnals of the University of Oradea: Economic Science, Vol 30, Iss 1, Pp 388-396 (2021)
institution	DOAJ
collection	DOAJ
language	DE EN FR IT
topic	green marketing communication; marketing communication strategies; green marketing; green product; green brand Business HF5001-6182 Finance HG1-9999
spellingShingle	green marketing communication; marketing communication strategies; green marketing; green product; green brand Business HF5001-6182 Finance HG1-9999 Mihai Stoica GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
description	Marketing communication for green brands and products should not be seen exclusively as a means to attract and impress consumers with the most beautiful and spectacular green messages. All messages communicated to the public must have a solid foundation, which most of the time can be represented by the attributes of the green product or by its benefits for the environment, community and for the current and future generations of consumers. In this regard, marketing communication, as part of the green marketing strategy, faces several challenges. On the one hand, green communication has the role of educating and informing the public about the specific benefits of green products in order to determine the public to adopt a pro-ecological behavior. On the other hand, the communication approaches must respond to the exigencies of the green field, in order to avoid the social and ecological criticisms, as well as the categorizing of the organization's actions as part of the greenwashing phenomenon. Therefore, the purpose of this theoretical paper is to identify the typology of green marketing communication strategies. The paper is based on secondary data sources, namely the literature on green marketing communication, focusing on specific communication strategies. This study reviews and synthesizes 39 relevant articles related to the researched subject, which have been identified in academic databases. In literature have been identified five defining criteria for communication strategies, along with specific strategic alternatives. We note the need to continue the research in this field, in order to develop other strategic alternatives that respond to the specific problems of this market and that offer the opportunity for green brands to position themselves effectively.
format	article
author	Mihai Stoica
author_facet	Mihai Stoica
author_sort	Mihai Stoica
title	GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
title_short	GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
title_full	GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
title_fullStr	GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
title_full_unstemmed	GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW
title_sort	green marketing communication strategies: an integrative literature review
publisher	University of Oradea
publishDate	2021
url	https://doaj.org/article/7aa8b3229c6a46ee82ada97ebe762738
work_keys_str_mv	AT mihaistoica greenmarketingcommunicationstrategiesanintegrativeliteraturereview
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GREEN MARKETING COMMUNICATION STRATEGIES: AN INTEGRATIVE LITERATURE REVIEW

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