Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty

Antoniades Nicos ()
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Antoniades Nicos: DeVry University, Keller Graduate School of Management, New York, USA

Review of Marketing Science, 2023, vol. 21, issue 1, 169-186

Abstract: Social marketing is all about creating, communicating, and delivering value to selected target markets; this value benefits society via the solution of major issues such as public health, safety, the environment, etc. Sadly, it seems that political mismanagement has created long-lasting or permanent ecological damage, a major public issue. Ecological environment issues impact future generations and humankind’s quality of life. This study aims to answer a crucial question: What do the political players due to help solve this problem? According to The CIS Model1, a government, a political party, or a politician not only need to create a political product (idea/proposal) but also needs to inform people about the product and support it. Given that The CIS Model is new, no studies were found to examine how a government can use The CIS Model as a strategy to advance Global Warming solutions for the benefit of the young generation (Generation Z). A sample of 205 adults aged 18–25 (Generation Z) from the USA, Europe, Asia, and Africa participated in the current study. According to the results of this study, the more a government uses The CIS Strategy to package global warming products, the higher Generation Z’s satisfaction (SFC), and the higher Generation Z’s loyalty to the government (LYT). The current study provides managerial implications and directions for future research.

Keywords: Social Marketing; global warming; generation Z; democratic governments; satisfaction; loyalty; the CIS model (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1515/roms-2022-0084

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