Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification

Margareta Nadanyiova, Lubica Gajanova and Jana Majerova
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Margareta Nadanyiova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Univerzitna 1, 010 26 Žilina, Slovakia
Lubica Gajanova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Univerzitna 1, 010 26 Žilina, Slovakia
Jana Majerova: Department of Economics, Faculty of Operation and Economics of Transport and Communications, University of Zilina, Univerzitna 1, 010 26 Žilina, Slovakia

Sustainability, 2020, vol. 12, issue 17, 1-19

Abstract: Green marketing is focused on a responsible approach to the environment, which is integrated into various areas of society. In order to build a successful and socially responsible brand, it strives to apply environmental principles that attract new customers or strengthen the loyalty of existing ones. To ensure success, it is necessary to focus on green marketing as a part of socially responsible brands’ communication to individual target groups, which can be divided according to the age of the consumer generations, which have similar requirements for product characteristics. The main aim of the paper is to determine the differences between generational cohorts of Slovak consumers in perception of green marketing as part of socially responsible brands’ communication. The most important sources for secondary data were scientific research, statistical databases, and published professional publications. In order to find out the perception of green marketing as a part of socially responsible brands’ communication from the aspect of generational stratification, a questionnaire survey was conducted among Slovak consumers. Based on the analysis and results of the questionnaire survey, benefits of green marketing as part of socially responsible brands’ communication focused on individual consumers’ generations are highlighted, such as gaining competitive advantage, increasing the brand value, improving brand loyalty, and increasing the attractiveness for investors.

Keywords: green marketing; corporate social responsibility; socially responsible brand; marketing communication; generational stratification; consumer generations; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:17:p:7118-:d:406790

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