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Green Marketing: Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken

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  • Hesse, Andreas

Abstract

Der vorliegende Beitrag präsentiert empirische Erkenntnisse zu Konsumentenwahrnehmungen von sogenannten Green-Marketing-Aktivitäten. Dabei wird bewusst ein Fokus auf Aktivitäten von etablierten Marken gelegt, die nach einer Ökologie-orientierten Auffrischung ihres Images streben. Dabei ringen sie nicht zuletzt aufgrund ihrer eigenen Geschichte und negativen ökologischen Reputation um Glaubwürdigkeit auf Seiten der Konsumenten. Der Verfasser bietet eine kompakte Einführung in Anwendungsfelder des Green Marketings, die über Werbemaßnahmen und Biolabel hinausgehen. Auf dem Fundament international vorliegender Erkenntnisse zeigt der Verfasser auf, dass die Erforschung von Konsumentenperspektiven ein Schlüssel zum Erfolg von Green Marketing ist. Die in der vorliegenden Schrift betrachteten Green-Marketing-Aktivitäten sind aussagestarke hervorstechende Beispiele aus verschiedenen Branchen, die in keiner Weise alle Green-Marketing-Aktivitäten im deutschen Markt repräsentieren sollen, die aber ausreichen, um verschiedene Konsumentenwahrnehmungen zu erkennen und zu verstehen. Der Autor nutzt dabei unter seiner Betreuung durchgeführte Primärdatenerhebungen von Studierenden, die auf qualitativen Methoden basieren und nun in einer Metaanalyse reinterpretiert werden. Die Synthese der Erkenntnisse wird in einen Praxisleitfaden transferiert, der Verantwortlichen von etablierten Marken Anregungen bei der Entwicklung und Durchführung von Green-Marketing-Aktivitäten bietet.

Suggested Citation

  • Hesse, Andreas, 2022. "Green Marketing: Empirische Erkenntnisse zur Konsumentenwahrnehmung von Ökologie-orientierten Repositionierungsversuchen etablierter Marken," Wissenschaftliche Schriften des Fachbereichs Wirtschaftswissenschaften 36-2022, Hochschule Koblenz - University of Applied Sciences, Fachbereich Wirtschaftswissenschaften.
    • Handle: RePEc:zbw:hkowis:362022
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    Keywords

    Green Marketing; Markentransfer; Demarketing; Nachhaltigkeitsmarketing; Greenwashing; qualitative Metaanalyse;
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