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Esg Marketing Model: A New Paradigm To Understand The Impact

Author

Listed:
  • Vicentiu Cosmin VLAD

    (Transilvania University of Brasov, Romania)

  • Florin-Alexandru LUCA

    (Technical University “Gheorghe Asachi” of Iasi, Romania)

Abstract

Sustainability and impact are major topics in the front pages of media and daily discussions. As a result of this media coverage new sets of consumer’s purchasing habits are pushing companies and providers to align their products and services to sustainability and impact principles. The scope of this article is to propose a new model in order to understand the impact of Environmental, Social and Governance (ESG) Marketing on the consumer’s patterns and choices. ESG Marketing is considered the independent variable whereas Consumer’s Purchase Intention is the dependent variable in the model. ESG Marketing is composed by five dimensions: environmental belief, social belief, governance belief, ESG advertising and ESG branding. The authors’ control variables are demographic features - age, gender, education, occupation and income. The model is a perfect tool to run quantitative analysis taking into consideration its variables.

Suggested Citation

  • Vicentiu Cosmin VLAD & Florin-Alexandru LUCA, 2020. "Esg Marketing Model: A New Paradigm To Understand The Impact," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 22, pages 85-89, May.
    • Handle: RePEc:cmj:seapas:y:2020:i:22:p:85-89
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    References listed on IDEAS

    as
    1. Dominika Moravcikova & Anna Krizanova & Jana Kliestikova & Martina Rypakova, 2017. "Green Marketing as the Source of the Competitive Advantage of the Business," Sustainability, MDPI, vol. 9(12), pages 1-13, November.
    2. Joya A. Kemper & C. Michael Hall & Paul W. Ballantine, 2019. "Marketing and Sustainability: Business as Usual or Changing Worldviews?," Sustainability, MDPI, vol. 11(3), pages 1-17, February.
    3. Florin-Alexandru Luca & Claudia-Ioana Ciobanu & Andreia Gabriela Andrei & Adrian V. Horodnic, 2018. "Raising Awareness on Health Impact of the Chemicals Used in Consumer Products: Empirical Evidence from East-Central Europe," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
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    Cited by:

    1. Matthew Yau Choi Chow & Shirie Pui Shan Ho, 2024. "Investigating the effect of ESG on retail banks’ customer equity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(4), pages 1330-1344, December.

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    More about this item

    Keywords

    Environmental; Social; Governance; Green; Sustainable; Marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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