Research on the Impact of Integrated Marketing Communication on Consumers’ Perceived Value from the Perspective of Green Marketing

Yongzhen Ye ()
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Yongzhen Ye: Rajamangala University of Technology Rattanakosin, Rattanakosin International College of Creative Entrepreneurship

A chapter in Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), 2023, pp 742-748 from Springer

Abstract: Abstract Against the background of deteriorating global environmental problems, the concept of green development is deeply rooted in the hearts of the people, and green products are increasingly favored by consumers. This paper focuses on the impact of green integrated marketing communication behavior on consumers’ perceived value, to explore whether green marketing can effectively enhance consumers’ perceived value, and whether integrated marketing communication can enhance the role of green marketing behavior on consumers’ perceived value. Through online and offline questionnaire surveys, combined with SPSS for empirical analysis, this paper finds that the obtained perceived value proves that the research hypothesis of this paper is correct and consumers who with stronger environmental awareness obtain stronger consumer perceived value through green marketing. This is because consumers prefer to consume green products to meet their own consumption effectiveness and maximize their own consumption effectiveness.

Keywords: Integrated marketing communication; Consumers' perceived value; Green marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-142-5_84

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DOI: 10.2991/978-94-6463-142-5_84

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